Arnab Dutta has joined Reliance Consumer Products Limited, the FMCG arm of Reliance Retail, as Public Affairs & Communications Specialist. Based at the company?ÇÖs headquarters in Bangalore, Dutta brings with him a rich legacy of journalism spanning over a decade.In his most recent role, Dutta served as Senior Assistant Editor at TV Today, where he led coverage on the corporate sector and economic policies impacting India?ÇÖs business ecosystem. Prior to that, he spent over six years at Business Standard as Assistant Editor, focusing on India?ÇÖs dynamic consumer market and policy landscape. He has also reported for Financial Express, covering developments across industries.Throughout his journalistic career, Dutta built deep insights into sectors like FMCG, retail, IT, telecom, automobiles, real estate, and frontier technologies. His move to the corporate world marks a significant shift as he leverages his editorial expertise to shape public affairs and communication strategies at one of India?ÇÖs fastest-growing FMCG companies.

Global advisory and advocacy firm APCO has announced a strategic partnership with Columbia University to launch a series of specialist training workshops aimed at professional communicators in the MENA region. The initiative, taking place this October, will bring together the academic expertise of Columbia?ÇÖs School of Professional Studies and the practical insights of APCO Institute to empower 20 mid-level communication professionals.The joint program, delivered by Columbia University faculty and APCO?ÇÖs senior global staff, will consist of four intensive workshops designed to sharpen essential communication skills and prepare participants for the evolving demands of the profession.The sessions will kick off with Leadership Across Cultures, exploring how to navigate the nuances of language, social dynamics, and cultural diversity in global teams. Mastering Influence will delve into communication strategies that leverage social networks and influence to drive innovation. AI and the Future of Strategic Communication will offer practical applications for integrating artificial intelligence into communication planning and execution. The final workshop, Strategic Communication Management, will focus on developing, implementing, and assessing communication strategies across internal and external platforms.?Ç£As technological disruptions continue to transform the communications landscape, this collaboration will equip our clients and colleagues with the tools and insights to navigate complex operating environments,?Ç¥ said Mamoon Sbeih, President of APCO in the MENA region. ?Ç£Through this initiative, we will empower our teams and clients to achieve their goals and maximize impact.?Ç¥Professor Kristine Billmyer, Director of the Strategic Communication Master?ÇÖs Degree Program at Columbia University, added, ?Ç£The centrality of strategic communication to an organization?ÇÖs core mission and functions cannot be underestimated. It defines brand, drives business goals, and powers reputation across industries and sectors around the world. We look forward to strengthening ties with PR professionals in this critical region of the world.?Ç¥Established in 2022, the APCO Institute aims to build strategic communications capabilities for professionals by offering exposure to international best practices, practical tools, and cutting-edge knowledge. In addition to professional development workshops, the Institute provides coaching for senior executives, government officials, and technical experts to effectively engage key stakeholders.APCO Institute?ÇÖs continued partnerships with leading global academic institutions underscore its commitment to elevating the role of communication in advancing business and policy outcomes. This latest collaboration with Columbia University reinforces the Institute?ÇÖs mission to shape the next generation of communication leaders in the MENA region and beyond

Western Digital, one of the manufacturers of HDD data storage solutions, has awarded its pan-European communications account to Harvard following a competitive pitch process.This new EMEA-focused brief comes on the heels of Western Digital?ÇÖs recent strategic move to spin off its flash storage business, SanDisk, into a standalone publicly-traded company. While SanDisk continues its long-standing relationship with The PR Network, Western Digital has now enlisted Harvard to support its UK communications efforts and serve as a central hub for EMEA-wide strategic coordination.Under this mandate, Harvard will collaborate closely with Western Digital?ÇÖs global product communications team and report to Franziska Huber, EMEA PR and communications lead. The agency will be responsible for aligning and supporting regional PR efforts across a network of agencies, including La Nouvelle Agence in France, Prima Pagina in Italy, Wallis PR in the UAE, Be Confluence in Spain, and Flutlicht in Germany, which will continue as the incumbent in the German market.This move follows Western Digital?ÇÖs recent selection of The Hoffman Agency for communications support in the Asia-Pacific region and Highwire in North America, reflecting a structured and strategic approach to global PR management.Harvard?ÇÖs role will center on delivering a consistent and creative communications strategy across the EMEA region. The agency brings considerable experience in managing multinational programs through its established collaborations with local agency partners. Its remit includes ensuring cohesive messaging while leveraging market-specific insights to build impactful and locally resonant campaigns.This win adds to a growing client roster for Harvard, which secured 27 new clients last year, many in cutting-edge technology sectors. Notably, recent additions include SnapLogic, an AI-driven data integration and automation firm, for its UK communications programme.With this partnership, Western Digital aims to reinforce its position as an innovation leader in the data storage industry and enhance its visibility across key EMEA markets.

Kinetic Group, a leading automotive engineering and manufacturing conglomerate, today announced its partnership with Value 360 Communications as its PR partner to lead its integrated communications strategy. This partnership marks a pivotal step as Kinetic reignites its legacy with bold innovations and a renewed vision for the future of Indian mobility.As part of the mandate, effective 5th May, 2025, Value 360 Communications will drive the communication programme for the company and its product portfolio. The agency will play a key role in strengthening the brand in media. Ajinkya Firodia, Vice Chairman, Kinetic Group, stated, ?Ç£Kinetic is more than a brand, it?ÇÖs an emotion deeply woven into the collective memory of India. Our journey from creating the beloved Luna to delivering future-ready automotive solutions is a story of passion, resilience, and reinvention. We are pleased to partner with Value 360 Communications, whose strategic insight and creative approach will help us re-engage with our audiences and strengthen our brand narrative.?Ç¥Kunal Kishore, Group CEO & Co-Founder, Value 360 Communications, added, ?Ç£For decades, Kinetic has been the heartbeat of Indian streets and homes, a symbol of aspiration and everyday freedom. It?ÇÖs a privilege to work with a brand that carries such profound emotional value. At Value 360, we believe in the power of purpose-led storytelling, and our track record of building meaningful narratives for brands gives us a strong foundation to support Kinetic?ÇÖs transformation. We are excited to bring this iconic brand closer to the hearts of today?ÇÖs consumers and tell its story with reverence and impact.?Ç¥ 

Integrated communications agency Four has elevated Mohaned Lafi to the position of CEO for the Middle East and North Africa (MENA) region. In this expanded role, Lafi will be responsible for driving the agency's growth strategy and overseeing operations across its key regional hubs in Riyadh, Abu Dhabi, and Dubai.Lafi's promotion follows his successful tenure as Managing Director for Corporate and Business, where he was instrumental in building Four's corporate communications and B2B offering across the UAE and the wider region. He has also been a key driver in expanding Four's client portfolio in Saudi Arabia, a significant growth market in the MENA region's integrated communications landscape.Ray Eglington, Group Managing Director at Four, highlighted Lafi's deep understanding of the regional market and his proven leadership in achieving significant client wins and fostering strong team performance. This appointment underscores Four's commitment to strengthening its presence and delivering impactful integrated campaigns in a dynamic MENA market.The MENA region's integrated communications market is currently experiencing robust growth, fuelled by increasing digital adoption, a burgeoning demand for sophisticated content, and the need for culturally nuanced communication strategies. Agencies are increasingly focusing on digital-first approaches, leveraging data analytics for deeper audience insights, and integrating public relations, digital marketing, and creative services to deliver cohesive and impactful campaigns. Lafi's leadership is expected to further solidify Four's position as a leading integrated agency in this evolving landscape.Four's integrated service offering in MENA spans public relations, digital and social media marketing, content creation, media planning and buying, and government communications, reflecting the agency's commitment to providing comprehensive solutions to its diverse client base across sectors like government, health, future industries, and more. Lafi's promotion signals a strategic move to capitalize on the region's growth potential and further integrate Four's expertise across its Middle Eastern offices.(Image: Four Communications)

Havas Health Network has launched its newest office, Havas Life Middle East, further expanding the Havas Life group of agencies and reinforcing its commitment to delivering world-class healthcare advertising and strategic communications in the MENA region. With a mission to inspire ideas and improve lives, Havas Life Middle East aligns with the global vision of Havas Life as the leading powerhouse of Havas Health. This expansion underscores Havas Life's dedication to delivering reach, strength, and speed while addressing the evolving needs of the world through impactful storytelling aimed at improving health outcomes.Leading the Middle East office as Business Director is Carlo Nakhle, a seasoned expert with years of experience in the healthcare advertising industry. Carlo brings a wealth of expertise in managing multinational accounts across therapeutic areas, including Diabetes, Oncology, COPD, Asthma, Dermatology, and Weight Management. His track record of success working with leading pharmaceutical companies positions him as an invaluable asset to spearhead the agency's operations out of Dubai."This launch underscores our commitment to expanding Havas Life's footprint in regions where healthcare innovation is thriving?Çöand where our clients are rapidly investing in multi-country growth across the Middle East," stated Charles Houdoux, CEO ?Çô APAC & LATAM of Havas Health Network. "With Carlo's leadership and our team's expertise, we're poised to deliver creative solutions that truly transform how healthcare brands connect with their audiences."Havas Life Middle East will offer a comprehensive suite of services, including strategic brand planning, creative development, digital health innovation, multichannel marketing, patient engagement, and disease awareness campaigns.'The agency's launch aligns with Middle East's vision to become a global hub for healthcare innovation and excellence. By combining local insights with Havas Life's global expertise, the Middle East Village is well positioned to become a key player in the region's healthcare advertising landscape."The Middle East is a dynamic hub for healthcare innovation and growth, making it the perfect location for Havas Life's newest office to serve our clients around the region," shared Carlo Nakhle, Business Director, Havas Life Middle East. "Our goal is to create campaigns that not only resonate with healthcare professionals but also empower patients and communities across the region. I am thrilled to lead this venture and collaborate with our talented team to make a meaningful impact."The launch of Havas Life Middle East represents more than just a geographic expansion?Çöit reflects our belief in the region's immense potential to shape the future of healthcare. With thriving innovation ecosystems across the Saudi Arabia, Egypt, and UAE, we're excited to bring our integrated approach to health communications to clients and communities throughout the Middle East," said Dany Naaman, CEO, Havas Middle East. "This is a pivotal step in strengthening our regional impact and delivering work that truly makes a difference in people's lives."(Image: In order left to right: Dana Tahir, CEO HAVAS Red Middle East, Carlo Nakhle, Business Director Havas Life Middle East, Dany Naaman, CEO Havas Middle East, Fabio Silveira, Managing Director Havas Creative Middle East, Charles Houdoux, CEO - APAC & LATAM of Havas Health Network.)

Public relations giant Burson, a recent merger between BCW and Hill & Knowlton under the WPP umbrella, has appointed Steve Rubel to the newly created role of Executive Vice President of Media Insights and Measurement. Rubel, a former digital leader at Edelman, began his new position at the end of April, reporting to Kari Butcher, Burson Americas Chair of Insights, Data, and Intelligence, who joined the firm earlier this year.Butcher emphasized Rubel's unique blend of deep understanding of earned media and strong analytical skills, stating via email that this combination will be crucial in developing innovative programs and demonstrating their business impact for Burson's clients.In a LinkedIn post on Wednesday, Rubel reflected on his nearly two decades at Edelman, an "original agency," and expressed his enthusiasm for joining another established PR firm. He described this new opportunity as the "most exciting chapter" of his career.While Rubel's new title at Burson shares similarities with his previous role as EVP of Media Insights and Strategy at Edelman, he noted that his responsibilities at Burson will specifically include a measurement component. He explained his focus will be on establishing a more analytical and data-driven approach to developing and executing earned media strategies, as well as refining Burson's methods for quantifying the value of earned media in a way that resonates with Chief Communications Officers, Chief Marketing Officers, and Chief Executive Officers.Rubel's departure from Edelman followed a significant workforce reduction of 5.3%, affecting 330 employees, which the agency attributed to revenue declines in the previous year. This restructuring also involved the discontinuation of several sub-brands and conflict shops under DJE Holdings. Edelman ultimately reported an 8% revenue decrease in the U.S. and a 5% global drop to $986 million in 2024. This second consecutive year of revenue decline resulted in Edelman losing its position as the top PR firm by U.S. revenue to Real Chemistry.Following his layoff in December, Rubel spent four months considering his next career move, seeking an agency where his skills and experience could make a significant contribution. He stated that Burson was his top choice.Rubel also highlighted Burson and WPP Open's "incredible stack" of artificial intelligence resources and indicated that AI will play a key role in the agency's approach to measurement. He expressed his excitement about the opportunity to help Burson develop a unique and innovative approach to measuring the impact of earned media, acknowledging that no one currently has all the answers in this area.Rubel's extensive experience includes nearly 20 years at Edelman, where he held various leadership positions, including SVP and Director of Insights, Chief Content Strategist, and most recently, EVP of Media Insights and Strategy. Before joining Edelman in 2006, he worked at CooperKatz & Company (now G&S Business Communications) and Schwartz PR Interactive, which was acquired by Publicis in 2011.Rubel joins a growing list of recent executive hires at Burson, including Amy McMichael Paddock as EVP and Samantha Wolf as EVP of Corporate and Public Affairs.According to PRWeek?ÇÖs Agency Business Report 2025, Burson experienced a global revenue decrease of 5% to $915 million and a 5% drop to $375 million in the U.S. in 2024. WPP's broader PR division, which also encompasses Ogilvy PR, reported a like-for-like revenue decline of 6.6% in the first quarter. Burson's performance during this period mirrored the previous quarter, where like-for-like revenue in WPP?ÇÖs PR arm fell by 5.3%. In December, WPP finalized the sale of a majority stake in FGS Global, a financial, corporate, and crisis specialist firm, to private equity firm KKR.

PRCA MENA has announced the return of its flagship Annual Conference, scheduled to take place on Thursday, 18th September 2025. This year?ÇÖs edition will feature a refreshed format designed to foster deeper engagement and cross-generational collaboration within the communications industry.A key highlight of the 2025 conference will be the NextGen Summit, set to take place in the second half of the day. By combining the Annual Conference with the NextGen Summit, PRCA MENA aims to create a unique platform that brings together seasoned professionals and emerging talent, sparking thought-provoking dialogue, learning opportunities, and meaningful industry connections.Conrad Egbert, Head of PRCA MENA, commented: ?Ç£This year?ÇÖs conference brings the region?ÇÖs communication community into one room?Çönot just to share ideas, but to challenge them. By pairing the Annual Conference with the NextGen Summit, we?ÇÖre creating a space where experience and ambition intersect to explore the future of our industry with depth, relevance, and purpose.?Ç¥Sarah Waddington CBE, PRCA Interim CEO, added: ?Ç£This event represents the best of what PRCA stands for ?Çô inclusion, innovation, and collaboration. MENA continues to push the boundaries of communication, and this conference is an opportunity to celebrate that progress while setting the tone for the future.?Ç¥With a full-day agenda including keynote presentations, panel discussions, and practical sessions, the conference promises to explore the most relevant themes shaping the future of PR and communications in the MENA region. The event is open to professionals across all career stages, offering value for both established practitioners and emerging voices in the industry.

In today?ÇÖs fast-paced media environment, effective public relations demands more than just a polished press release. It calls for strategic storytelling, deep cultural insight, and a proactive approach to crisis communication. At the forefront of this evolving field is Hudoob Younis, PR Account Manager at TPRA ?Çô The PR Agency. She is a results-driven PR professional known for her expertise in media relations, strategic communications, and brand reputation management.Hudoob leads communications for high-profile clients including smart, Zeekr, Enterprise Estonia, and the Sharjah Digital Department. Her experience spans impactful campaigns for both government and private sector clients such as the Ministry of Finance, Ministry of Health, and the Dubai Taxi Company, as well as landmark events like IGCF, SIBF, Xposure, and the Financial Media Forum.In this conversation with Adgully ME, Hudoob discusses her journey across industries, her approach to managing high-stakes PR for government entities, and the tools and strategies she uses to build lasting media relationships in a digital-first world. Your career spans customer service at Yahoo!, aviation with Emirates Airlines, journalism, and now high-level PR. How have these diverse experiences shaped your approach to strategic communications and crisis management?My career journey across multiple industries has been instrumental in shaping my approach to strategic communications and crisis management. At Yahoo!, I developed a strong foundation in consumer engagement, digital content management, and audience analytics, which are crucial in today?ÇÖs media-driven PR landscape.My time at Emirates Airlines introduced me to high-pressure environments, where I honed my crisis management skills and learned the importance of real-time problem-solving, diplomacy, and customer trust. Aviation is an industry where quick, transparent, and effective communication is critical, and those experiences have greatly influenced my approach to handling the PR crises today.Moving into journalism and public relations allowed me to combine storytelling with strategy. Whether working with government entities like the Ministry of Finance or private brands, I leverage my adaptability, cross-industry knowledge, and ability to anticipate public perception to develop communications strategies that protect and enhance brand reputation.Can you share an example of a challenging PR crisis you managed and the strategies you employed to steer the situation towards a positive outcome?One of the most challenging PR crises I managed involved misinformation surrounding major government data. It required a delicate balance between correcting inaccuracies, maintaining public trust, and managing the media narrative effectively.Another particularly complex situation was organizing the Financial Media Forum for the Ministry of Finance. The event brought together key financial reporters and senior government officials to discuss intricate economic topics. Ensuring clarity and precision in communication was critical to prevent misinterpretation and maintain credibility.Challenges: Managing high journalist expectations, bridging the financial knowledge gap, and ensuring accurate reporting on technical data.Strategies: Pre-event briefings prepared both reporters and officials, expert-led discussions ensured credibility, and an interactive Q&A fostered transparency. Post-event follow-ups with official statements helped maintain accuracy.Outcome: The forum strengthened media relations, enhanced financial literacy, and positioned the Ministry as a trusted information source, ensuring accurate future reporting.Managing high-profile government accounts like the Ministry of Finance and Ministry of Health must come with unique challenges. What are the key differences in handling such accounts compared to private sector brands, and how do you navigate these differences?Government PR requires a different approach compared to private sector communications. The stakes are often higher, as public perception directly impacts policy effectiveness and citizen engagement.Key Differences & Strategies:Regulatory & Compliance Sensitivity: Government messaging must align with legal frameworks and public policies. I ensure thorough stakeholder consultations before disseminating any information.Crisis Sensitivity: Unlike private brands, government institutions often face issues of national interest. My approach prioritizes rapid response, factual accuracy, and controlled narratives.Public Trust vs. Brand Loyalty: While private brands focus on building loyalty, government PR is about maintaining trust. I use transparent, informative, and community-focused communication to foster credibility.Navigating these differences requires diplomatic communication, proactive media management, and a strong understanding of policy implications, which I have developed through my experience handling prestigious government accounts.What do you believe are the most effective strategies for building lasting media relationships and engaging stakeholders in today?ÇÖs fast-evolving communications landscape?In today?ÇÖs rapidly evolving media landscape, building lasting relationships with journalists and stakeholders requires trust, transparency, and mutual value. I focus on personalised engagement, fostering meaningful connections with media professionals by understanding their interests and providing valuable insights beyond standard press releases. Data-driven storytelling is at the core of my approach, integrating research, case studies, and human-interest elements to craft compelling narratives that resonate. Consistency and credibility are paramount?ÇöI ensure timely, reliable communication that positions me as a trusted source rather than just another PR contact. Additionally, I leverage a multi-channel strategy, combining traditional PR tactics with digital platforms such as social media, podcasts, and webinars to maximize reach and engagement. By continuously adapting to industry shifts and fostering genuine media connections, I ensure that PR efforts remain impactful, relevant, and aligned with the ever-changing communications landscape.With the rapid growth of digital media, how do you adapt your traditional PR and communications strategies to stay ahead of trends and maintain a compelling brand narrative?The rise of digital media has transformed PR, requiring a dynamic and integrated approach to maintain relevance and influence. I seamlessly blend traditional and digital PR, leveraging press releases, events, and interviews alongside digital storytelling, influencer partnerships, and content marketing to maximize reach. Real-time engagement is essential, and I utilize digital listening tools to monitor conversations, anticipate trends, and engage proactively. Ensuring PR materials are SEO-optimized enhances online visibility and credibility, while structured crisis response plans allow for swift action in the face of digital crises.Your work on projects like Taste of Estonia at Gulfood 2025 shows a talent for international collaboration. Can you discuss how you integrate storytelling into these large-scale media campaigns to connect with diverse audiences?International collaborations require narratives that transcend cultural and linguistic barriers. When leading the PR for Taste of Estonia at Gulfood 2025, I focused on storytelling that:Highlighted Authenticity: Showcasing Estonia?ÇÖs rich culinary heritage through chefs, farmers, and local producers created an emotional connection with audiences.Localized Messaging: Tailoring the campaign to resonate with different media markets ensured maximum engagement.Multi-Platform Integration: Using a mix of press coverage, influencer partnerships, and immersive event experiences helped bring the story to life across different audience segments.This strategy ensures that brands and initiatives resonate deeply with both local and international audiences.What emerging trends or challenges in public relations do you foresee, and how are you preparing to adapt your strategies for the future?The PR landscape is rapidly evolving, with emerging challenges and opportunities shaping the future. Some key trends I foresee include:AI & Automation in PR: AI-driven analytics and chatbots are transforming media monitoring and audience engagement. I actively upskill in digital PR tools to enhance efficiency.Increased Focus on Authenticity: With misinformation on the rise, audiences demand transparency. I prioritize ethical PR practices and fact-based storytelling to build trust.Integrated Digital Strategies: PR is no longer just about press coverage; it?ÇÖs about complete digital engagement. I incorporate content marketing, influencer collaborations, and multimedia storytelling into my strategies.Diversity & Inclusivity: Representation in media matters more than ever. I ensure PR campaigns are inclusive and reflective of diverse audience needs.

Public relations has long been synonymous with noise?Çöbig launches, splashy headlines, grand events, and relentless pitching. For years, the goal seemed singular: stay in the news. But as we are all beginning to realise, visibility without value rarely leads to impact. In a world oversaturated with content, the brands cutting through are those that have consciously chosen to speak less, but say more.The swing we are witnessing is not about being quieter?Çöit is about being sharper. It is about knowing that clarity and consistency beat volume and virality. This is not about keeping up with the news cycle. It is about being intentional with how, where, and when you show up.Precision Over VolumeThe traditional PR playbook often focused on reach. How many journalists can we pitch to? How many press releases can we push out this month? But the best outcomes today are coming from fewer, more meaningful conversations. One journalist who truly understands your story will always be more valuable than twenty barely-interested mentions.The same applies to storytelling. Trying to cater to every audience dilutes a brand?ÇÖs voice. A focused, well-articulated narrative built on a few powerful themes will resonate longer and go further. The brands making a lasting impression today are the ones that are not trying to be all things to all people?Çöthey are focused, deliberate, and selective.The Power of a Strong Core MessageA minimalist approach starts by asking: What do we want to be known for?It is surprising how often companies skip this question and jump straight into media outreach. Without clarity on positioning, all PR efforts risk becoming noise. The most effective brands are the ones that have reduced their communication to a single idea that is hard to ignore.Think of brands like FAE Beauty. They are not flooding social media or chasing news cycles. Their strength lies in a clear, inclusive message that is consistently delivered?Çöthrough carefully chosen editorials, digital creators, and product language. They are not speaking all the time. But when they do, people listen.Media Placements That MatterImpact is no longer measured by the number of mentions. One strong piece in a trusted, high-authority outlet can generate more conversations, leads, and loyalty than ten generic features. For brands that understand this, PR is no longer about presence. It is about influence.BlissClub is a great example. They did not bet on celebrity endorsements or high-visibility events. Instead, their PR investments went into building a real community and giving it a voice. Founder-led storytelling and authentic narratives around comfort and inclusivity found a home in platforms that mattered to their audience. Less media, stronger message.Real-Time Relevance Over Round-the-Clock ContentMinimalist PR is not passive?Çöit is observational. You do not need to be part of every trending topic. You need to know which conversations deserve your voice. Timing, alignment, and context do far more for credibility than constant commentary.Often, the most authoritative brands are the ones that are not constantly trying to go viral. They wait for the right moment, and then show up with something meaningful. It creates trust. It creates recall. And most importantly, it sets a higher standard for how a brand communicates.Sustainability of MinimalismThere is another often overlooked benefit of minimalist PR, it is far more sustainable. Teams do not burn out chasing daily relevance. Brands do not need to reinvent their message every quarter. Everyone involved?Çöclients, agencies, even media partners?Çöoperates with more intention and less pressure.Creativity does not come from speed. It comes from space. Minimalist strategies give space for ideas to mature, for stories to deepen, and for relationships to grow. The result is less reactive and more meaningful PR.Why This Approach Fits Today?ÇÖs WorldPeople are tired of being sold to. They are tired of brands that talk endlessly but say very little. In the aftermath of a pandemic that redefined values and priorities, audiences are seeking honesty, clarity, and restraint. They want to trust. They want to relate. They want less noise and more truth.Minimalist PR is well-suited to this reality. It helps brands strip away what does not serve them and double down on what does. It is a long-term, strategic choice. And it works.Whether you are a challenger brand trying to find your voice or an established one trying to stay relevant, the question worth asking is no longer ?Ç£How do we say more??Ç¥ but rather ?Ç£How do we say less, but better??Ç¥Because sometimes, saying less is exactly how you get heard.

PROVEN 360, an integrated marketing consultancy based in Saudi Arabia, has announced the addition of Muir Textiles to its growing portfolio of prestigious clients. The collaboration will see PROVEN 360 spearheading the marketing efforts for the renowned luxury textile brand as it expands into the Middle East market.Founded on over 40 years of craftsmanship and attention to detail, Muir Textiles has built a reputation for timeless linen design and exceptional quality. The brand?ÇÖs heritage-driven approach and commitment to sustainability and integrity have made it a trusted name in high-end textile solutions for homes, hotels, and yachts.?Ç£This partnership represents a beautiful intersection of legacy and storytelling,?Ç¥ said Leandra Meintjes, CEO of PROVEN 360. ?Ç£We are proud to support Muir Textiles in introducing their rich heritage and design-forward textiles to the Middle East market.?Ç¥With a firm foothold in quality and authenticity, Muir Textiles controls every step of its production process, working closely with specialist growers, artisans, and engineers. As the brand looks to establish itself in the UAE and the broader Middle East region, PROVEN 360 will develop and execute a suite of tailored marketing strategies, including digital advertising, social media, brand identity, and content creation.?Ç£Partnering with PROVEN 360 marks an exciting new chapter for us,?Ç¥ said Lyritia Van Der Linde, Regional Director, Muir Textiles. ?Ç£As we bring our heritage of craftsmanship and family tradition to the Middle East, we wanted a marketing partner who understands the importance of authenticity and storytelling.?Ç¥Since its founding in 2022, PROVEN 360 has rapidly emerged as one of the region?ÇÖs most dynamic marketing consultancies. With a portfolio of over 20 clients, the agency offers end-to-end marketing support, leveraging cutting-edge tools to help brands strengthen their presence across diverse platforms.This latest partnership underscores PROVEN 360?ÇÖs dedication to supporting legacy brands and bringing global excellence to the Middle East market.

The Middle East Public Relations Association (MEPRA) has announced the return of its flagship event, the UAE Leadership Majlis, which will take place on Thursday, May 29, 2025, at NYU Abu Dhabi. Now in its 10th edition, the forum will gather the region?ÇÖs most influential voices to explore the critical theme: ?Ç£Communication Through Change.?Ç¥Held at a pivotal time for the communications industry, the 2025 Majlis will offer a platform for dialogue and strategic foresight in response to shifting global dynamics, rapid industry transformation, and the rise of new tools and technologies.This year?ÇÖs event will examine how communication leaders can build resilient brands, protect reputations, and connect with audiences in meaningful ways, all while navigating disruption and evolving consumer expectations.Notable speakers confirmed for the 2025 edition include:?Çó Mazen Nahawi, Group CEO, Carma?Çó Faheem Ahamed, Group Chief Marketing & Communications Officer, G42?Çó Rania Masri El Khatib, Chief Brand & Marketing Officer, IMI?Çó Jagruti Mistry, Senior Director, Head of Communications ?Çô North Africa, Levant & Pakistan, Visa?Çó Brendan Hodgson, Executive Strategy Director, Burson?Çó Menna Zaki, Global Communications & Brand Strategy Executive, ex-PepsiCoKate Midttun, Chairperson of MEPRA, shared her perspective on the milestone edition: ?Ç£As we mark the 10th edition of the MEPRA Leadership Majlis, we do so at a time when change is not an exception, but a constant. In an increasingly complex global environment, communication is no longer just about telling stories?Çöit is about shaping resilience, protecting reputations, and forging human connections that endure. This year?ÇÖs Majlis will challenge our industry to move beyond adaptation and to lead through transformation with strategic clarity, cultural relevance, and impact.?Ç¥The 2025 Majlis is supported by Carma, Telum Media, The Conscious Comms Collective, and First and Ten Productions.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In this interaction with Adgully, Rajat Grover, CEO and Founder of Elite Marque PR, discusses the agency?ÇÖs rapid growth, its unique 95% women-led workforce, and how this intentional team composition has shaped its culture and performance. He also shares insights on tailoring PR strategies across diverse sectors like technology, real estate, manufacturing, and startups, outlines three new rules that could redefine the PR playbook, highlights key gaps in the Indian PR industry, and elaborates on Elite Marque?ÇÖs expansion across India and into Dubai. Elite Marque PR has scaled rapidly while building a 95 percent women-led workforce. Was this growth strategy and team composition a conscious decision from the start, and how has it shaped the agency?ÇÖs culture and performance? We never set out with a specific goal to build a 95 per cent women-led team, but we always focused on choosing individuals who demonstrated ownership, clarity of thought, and a deep commitment to our vision. Over time, we found that these individuals were predominantly women. It wasn?ÇÖt a strategy, but it aligned perfectly with the culture we were organically building. Looking back, we are both proud and grateful for the incredible team that has shaped Elite Marque into what it is today. The strength of our team lies not in loudness, but in its quiet resilience, direction, and unwavering commitment to excellence. Managing such a team has been a joy, not a challenge, because we?ÇÖve built this culture on trust, alignment, and mutual respect. Internally, we embrace the 3H culture: Heard, Helped, and Honoured. Every voice is heard, challenges are faced together, and contributions are always recognized , not just in policy, but in practice. This approach has fostered an environment where people not only thrive but feel connected, with many of our team members having been with us since day one, and over 25 per cent rejoining after taking a break. Our clients often tell us that we don?ÇÖt feel like an external agency, but an extension of their own teams. This feedback speaks volumes, and it?ÇÖs something we continuously strive to live up to. As we scale into new departments and geographies, we?ÇÖre committed to keeping this spirit intact grounded in values, led by people who care, and always moving forward with clarity and purpose. With Elite Marque working across sectors like technology, real estate, manufacturing, and startups, how do you tailor communication strategies differently for such diverse industries? Every sector has its language, but the core of communication remains the same, clarity, context, and connection. What changes is how different industries see value, risk, and relevance. That?ÇÖs where we dive in and get to work. Our process doesn?ÇÖt start with a PR plan; it starts with the business problem. Who needs to trust this company, and why? Investors, regulators, and customers each require a different lens, and that shapes everything: the story, the channel, and the tone. We work closely with corporates across listed and unlisted entities, startups, VCs, retail, and manufacturing, and we don?ÇÖt just skim the surface. We stay on top of market trends, study competitors, and constantly track what?ÇÖs happening in the ecosystem. This approach keeps our strategies rooted in real-time data and ensures they hit the mark. The macro perspective helps us see where the industry is heading and how our client fits into that vision. The micro view focuses on the conversations happening right now, what the audience expects, and what?ÇÖs going to land. Balancing both views is essential, without the macro, we're not strategic, and without the micro, we?ÇÖre irrelevant. In sectors like BFSI or IPO-driven mandates, the stakes are higher. Every word can move markets, alter perceptions, or trigger regulatory concerns. Here, communication becomes more than visibility; it?ÇÖs about stewardship, building trust, ensuring compliance, and protecting credibility. We?ÇÖre not just telling a story, we?ÇÖre managing it in real time. We don?ÇÖt just give our clients PR. We give them integrated communication strategies that go beyond stories, we drive sales, influence perceptions, and create long-term value. In short, we customise our approach to suit the unique needs of each sector. Working across multiple sectors has made us sharper. It forces us to adapt without losing depth. We?ÇÖve strategically built specialized departments that focus on the nuances of each sector, while staying agile enough to tackle any challenge that comes our way. If you could rewrite the rulebook for PR firms in today?ÇÖs world, what would be the top three rules you would put in place? Understand the client?ÇÖs business like it?ÇÖs our own: One of the biggest blind spots in our industry is the surface-level understanding of both the client and the market they operate in. Too often, professionals craft narratives without actually knowing what they?ÇÖre talking about. That doesn?ÇÖt work anymore.For instance, if we?ÇÖre handling a brand in the pulses industry, do we understand the global demand trends, the supply chain issues, or the policy environment shaping that space? Often, the answer is no. This mindset has to shift. PR professionals need to think like insiders. They need to learn the business language of the sectors they serve, whether it?ÇÖs fintech, agriculture, energy, or consumer durables. When we understand the client?ÇÖs world, our strategy isn?ÇÖt just reactive, it becomes informed, credible, and future-facing. PR professionals today need to think like founders, not vendors. We should know the business language of our client?ÇÖs sector, understand market shifts, and see where our client stands within that ecosystem. When that happens, we stop pitching stories and start owning narratives. We become a strategic partner, not a supporting role. The change begins at the core: If we want to build a stronger PR ecosystem, the shift has to begin inside the agencies with how we define the role of PR itself. For far too long, it has been reduced to media coverage. That?ÇÖs a fraction of what we do. PR is about shaping how people think, how trust is built, and how brands are positioned in moments that matter. It?ÇÖs about influencing perception at a strategic level with investors, regulators, partners, and the public. We can?ÇÖt expect the next generation to think big if we only expose them to small tasks. When new hires join, I often ask them to watch Designated Survivor to understand the weight of messaging, how one well-timed statement can steady a nation, or how silence can break trust. That?ÇÖs PR. That?ÇÖs the influence. Interns should be given real opportunities to contribute: Interns come into the industry eager to learn and contribute, not just observe. While some may show casual behaviour at first, it often comes down to the lack of clear direction and vision. When we provide guidance, motivation, and strong leadership, this casualness fades, and they start taking their roles more seriously. They understand the impact they can make and the value they bring to the team. By offering them a clear vision of their potential, we ignite a sense of purpose. Those who are serious about their growth deserve the opportunity to work at a higher level. When we involve them in strategy, give them real work, and empower them to create, they will surprise us with their contributions. The key to growth is challenging them to think beyond the checklist, believing in their abilities, and providing the space for them to thrive. In your opinion, what are the biggest blind spots or gaps that the Indian PR industry still needs to address urgently? One of the most urgent gaps in the Indian PR industry is the lack of real immersion in the client?ÇÖs business, their market, and the forces shaping their industry. Too many professionals stay on the surface, focused on coverage, messaging, and vanity metrics, without understanding the ?Ç£why?Ç¥ behind the work. That?ÇÖs not communication. That?ÇÖs copy-pasting. If we?ÇÖre working with a company in the agri-tech or energy space, for example, we should know the market size, government policy landscape, industry inflection points, and global benchmarks. Not because the client asked us to, but because that?ÇÖs our responsibility. The best communication comes from insight, not templates. What the industry needs today is not just more message pushers, but strategic thinkers, individuals who can walk into a room with a CEO or journalist and speak with the confidence that comes from truly understanding the business stakes. Professionals who can draw clear connections between business priorities and public perception. When PR professionals begin to think and act like business partners rather than just service providers, we move from being on the sidelines to having a seat at the decision-making table. You mentioned plans to expand across India and into Dubai. Could you elaborate on the strategic vision behind this expansion and the timelines you are targeting? The Indian market is massive, and we?ÇÖre seeing significant demand not just from metro cities but also from emerging regions. Our work in these areas has been foundational to our growth, and the opportunities in regional markets have been tremendous. We are constantly adapting to these changes, and this demand continues to fuel our expansion. When it comes to our Dubai expansion, it?ÇÖs driven by a natural progression of both our Indian clients and the increasing demand in the region. We?ÇÖve already started working with clients in sectors such as VC, consumer durables, real estate, family offices, and finance. With this growing portfolio, we?ÇÖve built a strong presence, and our team is already in place. We plan to officially open our office in Dubai by the end of this year. This expansion will not only support our clients, but also help us tap into the growing regional market, ensuring we?ÇÖre positioned to lead as these markets continue to evolve. 

Bumble Inc. has appointed Julie Radford, former chief of staff to Ivanka Trump, as its new Chief Communications and Corporate Affairs Officer. Radford, who began her role in April, will oversee global communications, employee engagement, public policy, and external affairs.Radford's previous experience includes serving Ivanka Trump from 2017 to 2021, focusing on women's issues as a special assistant to the president. She also has experience from the George W. Bush administration and Goldman Sachs' 10,000 Small Businesses initiative, where she worked with Dina Powell McCormick.Notably, Radford was interviewed by the House select committee investigating the January 6, 2021, insurrection. Text messages between her and Trump aide Hope Hicks, released by the committee, revealed their concerns about future job prospects due to Trump's actions.Bumble, founded by Whitney Wolfe Herd, distinguishes itself by empowering women in online dating, initially requiring women to initiate contact in heterosexual matches. However, the company, now part of Bumble Inc., which also owns Badoo, has faced recent challenges. These include user dissatisfaction with the app experience and declining subscription revenue, resulting in a 57% stock drop over the past year. Wolfe Herd, who returned as CEO after a brief departure, aims to reposition Bumble as a "self-love platform."In addition to Radford, Bumble has also hired Vivek Sagi from Eventbrite as Chief Technology Officer and Deirdre Runnette from Flexe as Chief Legal Officer. Wolfe Herd stated these appointments are part of building a strong leadership team for the company's 2025 vision.

Interpublic Group agency Golin, has launched its sports specialty function, delivering integrated public relations, experiential marketing and digital strategy to connect teams, athletes and brands to fans.This strategic offering leverages earned-led, fan-first programming that strengthens brands and elevates engagement during high-profile events, sponsorships and partnerships during a critical time when sports sponsorship investment is expected to reach $160 billion by 2030. Led by Golin?ÇÖs dedicated sports, social/influencer, media relations and brand communications specialists, the sports specialty function includes more than 50 integrated professionals that span key markets including the global headquarters in Chicago as well as New York, Dallas, Hong Kong, London, Los Angeles, Miami, Singapore and Toronto.Golin?ÇÖs sports specialty function already supports an impressive roster of clients including, ASICS, Discover, Hard Rock International, Lexus Racing, McDonald?ÇÖs, Mountain Dew, the LEGO Group, PepsiCo Beverages US, Starry and Toyota Gazoo Racing, bringing a sophisticated approach to brand storytelling and events that goes beyond traditional communications. The team?ÇÖs expertise crosses virtually all amateur and professional sports, including basketball, football, baseball, hockey, racing, soccer, bowling, e-sports, cricket, golf, gymnastics, track and field and more.?Ç£For years, we have delivered exceptional sports consulting during marquee moments, but as brand investments in sports teams and properties continue to increase, we?ÇÖve strategically assembled specialized talent who understand the ever-changing sports ecosystem,?Ç¥ said Cori McKeever, Co-President of Golin North America. ?Ç£This deliberate investment enables us to ensure our clients maximize their ROI rather than leaving unrealized value on the table. There?ÇÖs tremendous opportunity for advanced public relations strategies to forge authentic connections with passionate sports audiences who are loyal fans but also hold some of the most influential buying power in today?ÇÖs marketplace.?Ç¥Sports fandom is undergoing a digital revolution, with 90% of Gen Z consuming sports content through social media?Çöa demographic projected to contribute $9 trillion to global spending over the next decade. Simultaneously, in-person engagement is surging, with 18-to-34-year-olds nearly 1.5 times more likely to attend live sporting events than older generations. This powerful convergence of digital and physical fan experiences creates unprecedented opportunities for brands, teams and athletes to use integrated marketing strategies that will resonate across multiple touchpoints and drive measurable business outcomes.At the core of this offering is SPORTSYNC, an always-on, data-driven newsroom and social listening hub led by dedicated sports specialists who mine, evaluate, ideate and execute on real-time opportunities across social, earned media and in-person activations. The cross-office team leverages these insights to help brands navigate the increasingly nuanced world of sports partnerships, fan engagement, experiential activations, NIL (name, image and likeness) and purpose-driven marketing.Powering Golin?ÇÖs sports specialty is a distinguished team of cross-functional leaders who bring unparalleled industry expertise: Marla Saret, EVP/Executive Director leverages over two decades of strategic communications and media relations experience across team and brand sponsorships; Logan Williams, SVP/Executive Director, orchestrates high-impact sponsorship activations for global brand portfolios; Matt Smith, VP/Director, architects immersive integrated experiences with a decade of event innovation and athlete relationship management; Jonathan Goldman, VP/Director, navigates complex partnerships and strategic sponsorship activations across premier racing circuits; CJ Pappas, VP/Director, drives digital engagement through twenty years of pioneering influencer and social media strategies; Pam Jansen, VP/Director oversees motorsports strategy and execution; and Brad Shulkin, Director, delivers media amplification and experiential excellence with specialized sports storytelling credentials. This core leadership team is complemented by a network of dedicated sports marketing specialists across Golin?ÇÖs global footprint.The sports specialty function aligns with Golin?ÇÖs mission of ?Ç£creating change that matters?Ç¥ by redefining how brands forge authentic connections with passionate fan communities.

MapleBear, the global Canadian early childhood and preschool education network, has strategically partnered with SW Strategies, a public relations and public affairs firm headquartered in Singapore, to spearhead its outreach, engagement, and public communications strategies in Malaysia.The collaboration, which officially commenced this month (May 2025), signifies a pivotal step in MapleBear's regional expansion. The esteemed education network aims to accelerate its growth within the Malaysian market and cultivate deeper connections with families.SW Strategies will develop and execute a comprehensive communications strategy centered on cultivating strong media relationships, engaging key stakeholders, establishing MapleBear as a thought leader in early education, and activating impactful social media campaigns. The overarching objective is to firmly position MapleBear as a trusted and high-quality provider of early learning experiences for Malaysian families.This partnership is designed to effectively communicate MapleBear?ÇÖs distinctive educational philosophy, share compelling success stories of its students and alumni, and underscore the unique value proposition it offers to parents seeking a premium early childhood education for their children in Malaysia.Jose Raymond, Founder and Managing Director of SW Strategies, expressed enthusiasm about the collaboration, stating: "This marks an exceptional opportunity for us to positively influence the development of young learners in Malaysia through our partnership with MapleBear. Our primary goal is to significantly amplify MapleBear?ÇÖs brand presence and build meaningful connections with the Malaysian community, thereby supporting its growth and vital educational mission within the country."Raymond further added: "We are honoured that MapleBear, a globally recognized and respected name in the early education sector, has chosen SW Strategies to support their expansion into Malaysia, a market widely recognized for its high growth potential within Southeast Asia."This partnership with MapleBear further diversifies SW Strategies?ÇÖ growing client portfolio, which already includes prominent organizations in the real estate, arts, and culture sectors.Building on its regional growth strategy, SW Strategies also expanded its presence earlier this year into Vietnam with the appointment of Anh Thu Lai as its dedicated PR consultant based in Ho Chi Minh City. Lai plays a crucial role in supporting SW Strategies?ÇÖ outreach efforts within the Vietnamese market for its diverse client base and is instrumental in extending the company?ÇÖs range of services across the broader ASEAN region.(Image: Maplebear)

Primex Media Services, one of India?ÇÖs leading public relations and media management agencies, has been awarded the PR mandate for CLEAR Premium Water for the third consecutive time, reaffirming its strong credentials in strategic communications and brand positioning.CLEAR Premium Water, a prominent name in the packaged drinking water segment, has once again entrusted Primex Media Services with managing its brand communications. The Surat-based agency offers a comprehensive suite of services, including press release dissemination, strategic communication, press conferences, media relations, media monitoring, crisis communication, and content development.Commenting on the continued collaboration, Nitesh Desai, Founder & CEO of Primex Media Services Pvt. Ltd., said, ?Ç£We are thrilled to continue our partnership with CLEAR Premium Water, a brand that stands for purity, quality, and trust. This continued association is a strong endorsement of our capabilities and commitment. Our goal remains to elevate CLEAR Premium Water?ÇÖs presence across media and to reinforce its reputation through consistent and impactful communication. The renewed mandate also reflects the growing importance of sustained and strategic PR in building brand equity.?Ç¥Nayan Shah, Founder & CEO of CLEAR Premium Water, said, ?Ç£Primex Media Services has been a trusted communications partner who truly understands our brand values and business goals. Its strategic insights and media relations expertise have played a key role in shaping our brand image and public perception. We are pleased to extend our association and look forward to more successful chapters in our growth story.?Ç¥CLEAR Premium Water has earned a reputation for its focus on innovation, stringent quality standards, and customer satisfaction. With a strong nationwide presence, the company serves over 1,600 clients in the HoReCa (Hotels, Restaurants, and Catering) sector and major national airlines. It has built a strong retail network with availability at more than 1.75 lakh outlets.

Publicis Groupe-owned communications agency MSL has been appointed as the official public relations partner for BSH Home Appliances Group in India, effective immediately.As part of the new mandate, MSL will manage all media relations, press communications, and brand updates for BSH and its premium portfolio, which includes globally recognized brands such as Bosch, Siemens, and Gaggenau.BSH Home Appliances Pvt. Ltd., a subsidiary of Germany-based BSH Hausger?ñte GmbH, is one of the world?ÇÖs leading companies in the home appliances sector, known for its focus on innovation, quality, and sustainability.With this partnership, MSL aims to drive compelling storytelling, share key brand developments, and facilitate expert commentary for BSH in the Indian market.

India TV, a leading news group, announced the appointment of Mohit Roy Sharma ?Çô Head, Communications & Outreach. In this strategic leadership role, Mohit will play a key part in strengthening India TV?ÇÖs communication and outreach efforts. His appointment marks an important step in the group?ÇÖs ongoing evolution, as it deepens its content engagement and builds stronger connections with audiences across platforms. A prominent name in the Indian news industry, Mohit brings nearly three decades of rich experience in corporate communications, brand strategy, and high-impact media IPs. Prior to joining India TV, he served as Senior Executive Editor, Outreach and Head ?Çô Corporate Communications at ABP Network. During his tenure, he successfully led the development and execution of flagship events such as Ideas of India, The Southern Rising, and Roots & Rhythms. His work is widely regarded for its strategic depth, creative vision, and measurable impact. A postgraduate from the University of Winnipeg, Canada, Mohit has previously held leadership roles at the India Today Group, where he was responsible for conceptualizing and delivering high-impact initiatives such as Agenda Aaj Tak, Sahitya Aaj Tak, Salaam Cricket, India Today Conclave, and India Today @ Davos, among others. Commenting on the appointment, Ritu Dhawan, Managing Director, India TV, said ?Ç£We are delighted to onboard Mohit Roy Sharma to the India TV leadership team at a time when the media landscape is undergoing rapid transformation. His well-versed experience in strategic communications & brand outreach, brings immense value to the group. His ability to align communication strategies to create brand visibility through his media relation will strengthen our positioning and will play an essential role in enhancing our presence and relevance across platforms. This leadership appointment reinforces India TV?ÇÖs commitment to evolving its brand outreach and forging deeper connections across the media ecosystem.

In this exclusive interview with Adgully Middle East, Tanya Chaudhary, Sr. Communications Manager at BPG Group, shares her compelling story of transitioning from India to Dubai, the inspirations behind her global PR career, and the principles that have shaped her impactful work in storytelling and reputation building. She also offers valuable insights into the unique challenges and opportunities for women leaders in the industry and the evolving dynamics of communications in the GCC region. With over 14 years of experience across diverse markets and sectors, Tanya discusses her approach to crafting impactful narratives, building trust, and navigating the complexities of the modern PR landscape, including the role of content and AI.From India to Dubai ?Çô what inspired your global journey in PR, and how has your experience across diverse markets shaped your communications strategy today?The move from India to Dubai was driven by a desire to gain inroads into the global arena, one that challenges you to think cross-culturally but remain rooted in strong local insight. Having worked with many different brands and sectors in India, I have led teams and scaled communications for clients, physically and remotely across the APAC and GCC regions. Dubai seemed the natural next step to further broaden my perspectives, especially given how rapidly the communications landscape is evolving. Operating in such disparate markets has taught me to blend emotion-led storytelling with fact-led analysis, ensuring that strategies are both culturally relevant and universally applicable.With over 14 years in PR and corporate communications, what core values or principles have consistently guided your storytelling and reputation-building efforts?Authenticity, and alignment have been my north stars. Whether I'm developing a thought leadership platform or managing a crisis response, I'm dedicated to building stories that are authentic, responsive to changing dynamics, and aligned with a brand's long-term business outcome. Relationship-building is also a huge component of it, both with media and internal stakeholders. It's that human touch that ultimately drives reputational equity.As a woman leader in the communications industry, what unique challenges or opportunities have you encountered, especially in traditionally male-dominated sectors like finance, auto, and logistics? And what makes the UAE different or unique in this aspect?While public relations as a profession has always welcomed strong female voices, sectors like finance, auto, and logistics can still present layered challenges when it comes to leadership presence and strategic decision-making. Navigating these industries has taught me the value of inclusive thinking, a quality that resonates across geographies. Both India and the UAE have shaped my leadership in profound ways. In India, I was able to build long-term client relationships, lead high-performing teams, and manage end-to-end mandates for legacy brands. The UAE, however, offers a unique ecosystem, a vibrant, future-focused, and driven by a strong national agenda for diversity and innovation. I've had the chance here to be part of transformation narratives in sectors like retail and tourism, where women leaders are actively encouraged. What connects both markets is the growing appetite for strategic communications that go beyond PR into reputation architecture ?Çö and as a woman, that's a space I?ÇÖm proud to contribute to, across any region.At BPG Group, what are some key strategic communications mandates you?ÇÖre excited about? How does the GCC region differ in its PR dynamics compared to markets like India or APAC?At BPG Group, I'm most excited about briefs that allow me to merge storytelling and strategic content development. I work closely on communications for Dubai Business Events, BurJuman, and Sony MEA, where briefs encompass reputation management, brand awareness, and content that effectively engages local and international audiences. A lot of my role here involves driving editorial and content strategy, developing messaging frameworks, crafting narratives, charting out content calendars, and informing thought leadership across digital and traditional channels. The GCC stands alone in its pace and aspiration. Communications herein go beyond media relations - they are perception-shaping, supportive of national agendas, and aspiration-building via integrated narrative. Comparisons with India or APAC are less apt; but it focuses more on bilingual content, strategic alignment with cultural sensitivity, and influencer-led amplification. That said, my foundational years in India of managing P&Ls, leading teams, and driving campaigns for brands like Cargill, Hamdard, and Booking.com have equipped me with the agility and scale-based thinking that complement the precision and legacy-building approach often seen in the GCC. It?ÇÖs this cross-market perspective that I bring to every mandate. You?ÇÖve worked across sectors from FMCG and real estate to ITES and hospitality?Çöhow do you tailor your communication strategy to ensure brand relevance and resonance across such varied industries?The foundation is always the same: understand the audience, then reverse-engineer the message. I invest time in decoding not just the brand, but also the behaviours and sentiments of its target market and audience. For example, a B2B tech brand needs credibility and insight-led positioning, but a lifestyle or property brand exists on aspiration and visual storytelling. Changes in sector demand varying content formats, tones, and platforms?Çöbut the thread of authenticity remains the same.In the age of always-on media and rising stakeholder expectations, what role does content strategy and development play in building long-term brand trust? And how do you view AI?ÇÖs role in the way PR functions in the times to come?Content is no longer king, it?ÇÖs the kingdom. Long-term trust is built through consistency, clarity, and value-driven purpose-based storytelling. As stakeholder demands rise, brands must go beyond campaigns and build content ecosystems that address multiple touchpoints, whether in customer experience (CX) or environmental, social, and governance (ESG) initiatives. AI, to me, is both a tool and a partner. While it can optimize research, media monitoring, and content generation, the human lens will remain irreplaceable when it comes to strategy, emotional intelligence, and cultural resonance.What advice would you give to young professionals?Çöespecially women?Çölooking to build a long-term, impactful career in PR and corporate communications?Claim your story. PR is about speaking up for others, but don't forget to speak up for yourself. Be inquisitive, pose thoughtful questions, and conquer both strategy and delivery. For women specifically, I would advise: never let the room take the sting out of your ambition. The industry can benefit from more women leaders who lead with empathy, strength, and vision. Keep learning, communicate with intent, and always trust your intuition.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In this interaction with Adgully, Manali Pilankar, Associate Director of Corporate Communication, JM Financial Ltd, speaks about how the role of corporate communications has evolved in the financial services industry amid shifting investor expectations and regulatory changes. She shares insights on navigating market volatility, building a resilient corporate brand, and how AI and data-driven tools are shaping the future of communication in financial institutions. How has the role of corporate communications evolved within the financial services industry over the last few years, especially in the context of changing investor expectations and regulatory landscapes? Corporate communication acts as a bridge between a financial services company and their media, investor and communities. The fluidity of thoughts and strategic foresight of a corporate communication leader play a crucial role in setting, shaping and controlling the narrative, building positive image and securing stronger visibility in the earned media space -both in traditional and digital domains. The investors?ÇÖ expectations and regulatory landscapes are always evolving in tandem with the industry and market scenarios. These two aspects are beyond the control of corporate communications professionals. What we can best do is to continue building trust and credibility for our respective organisations and formulating consistent messaging. In today?ÇÖs dynamic communications landscape, corporate communications professionals need to leverage data and technology more to establish stronger connections with, and stakeholders. Beyond traditional media, we need to analyse media consumption habits closely and optimize the broader spectrum of earned media which includes podcasts, social media, and other digital channels to initiate meaningful conversations and build engagement. What does a typical day look like for a communications leader in a legacy financial institution like JM Financial? In a dynamic workplace scenario, a corporate communication leader needs to wear many hats ?Çô often all in a day. Each day is different from the other, with each bringing fair share of opportunities and challenges. On a given day, I step into the role of a Planner, Strategist, Media Expert, Mentor, Storyteller. A few things remain constant on a typical workday and for me, work starts well before reaching office. My early morning ritual involves scanning through important news and industry updates to stay attuned to what is happening in my sector, apart from sending follow-up communications to my team members and PR partners. I try to plan my day by picking up the thread from the discussions that happened the day before or ongoing tasks. Once in the office, I attend to media queries that often come with tight deadlines, plan the content for varied media platforms and hold check-in meetings with the team to track the work in progress across projects. My role also requires interacting with business teams and other cross functional stakeholders on a regular basis to ensure alignment. However, things are way different in the run-up to a major event and conference and my role requires meticulous collaboration and coordination. What I truly enjoy the most is the opportunity to be creative and explore new things and that is very satisfying. What strategies do you prioritize when communicating during times of market volatility or economic uncertainty? Communicating during periods of market volatility or economic uncertainty is a challenging proposition. Things are further compounded when you consider information overload through various media channels and decreasing attention span of the audience. In such times, communication demands a good balance of transparency, reassurance and proactive engagement. It is not just about managing messaging. It is about managing reputation and identifying media opportunities and turning them into the organization?ÇÖs favour. As a communication professional, I prefer to focus on open and honest communication to build trust with the internal or external audience especially during uncertain times. Building trust?Çöwhether with internal teams or external stakeholders?Çöbegins with consistency, creativity, and credibility. That has always been my guiding mantra. While acknowledging the uncertainty, one needs to leverage relevant spokespersons to share regular updates and provide solutions to reassure clients by detailing plans to navigate the uncertainty. Communications need to have clarity and intent. Finally, it is always advisable to focus on the long-term. While market volatility could be a short-term phenomenon, focusing on the long term and the big picture always instills confidence and helps in controlling the narrative. What are some of the unique challenges and opportunities in building and sustaining a corporate brand? At JM Financial, we treat brands both as an asset and a key growth enabler.Hence, our efforts have always been on building a vision that strikes a chord with all stakeholders. However, a brand that has stood the test of time goes through multiple challenges related to visibility, perceptions, consistency across communication channels, to name a few. We address these aspects through cohesive messaging, purposeful brand narratives that reflect our core value and long-term vision. One of the key challenges is maintaining consistency across varied channels and touchpoints. For a brand to resonate with employees and other stakeholders, it has to reflect the company ethos and the process begins with internal alignment. Ensuring that employees at every level understand and live the brand is essential for delivering a consistent brand experience. Equally important is to keep pace with technological advancements and shifting client expectations, and lastly, creating key brand differentiators to stand out in a dynamic market. However, these challenges come with many opportunities. A well-defined brand can build long-term trust, which is the foundation of client relationships in financial services. We are in a unique position to also leverage thought leadership to further deepen our brand presence. In today?ÇÖs always-on digital ecosystem, how do you manage real-time engagement while safeguarding the brand?ÇÖs reputation? A brand?ÇÖs greatest asset is its reputation and the process of safeguarding reputation is increasingly becoming complex on the back of social media comments and reactions, market speculations, etc. For companies in the financial services space, these elements cannot be ignored, as they have the potential to adversely impact stakeholder?ÇÖs trust and brand equity. In our organization, we align our communication strategies with the digital first media landscape. In this era of two-way engagement, we engage with our internal and external stakeholders proactively to address their queries effectively. I think that?ÇÖs an effective way to prevent any speculation from spreading further. Digital transformation of the communication landscape has unlocked myriad opportunities to engage meaningfully with the audience. We embrace those opportunities to create a deeper connection and strengthen our reputation. How do you see AI and data-driven tools influencing the future of corporate communication in financial institutions? AI and data-driven tools are revolutionizing the way content and communications are strategized and delivered. For instance, AI tools are used to analyse communication patterns to extract valuable insights. These tools also help in tracking engagement level, employee feedback so that companies can strengthen their internal communication strategies. With the power of AI, we can now quickly distill long-format and complex content into concise and easily digestible infographics for social and digital media platforms which in turn helps the audience stay informed without feeling overwhelmed ?Çô particularly useful during important national policy announcement days. In addition, AI-powered media monitoring tools offer real-time alerts to communication teams by scanning online news platforms so that communications teams can respond swiftly and make informed decisions.AI and data-driven tools are redefining speed, precision, and impact of modern-day corporate communications. Looking back, what have been some of your most defining career milestones and what leadership lessons have they taught you? I have had the opportunity to lead and contribute to several high-impact initiatives that have shaped my professional journey and delivered tangible results. One of the most rewarding milestones was successfully conceptualising and launching a new brand identity for a new business. This comprehensive exercise involved everything from crafting a distinctive brand name and logo to develop a full suite of digital and offline assets. Witnessing the brand come to life?Çöand more importantly, seeing the business growth that was directly attributable to our PR and marketing efforts?Çöwas incredibly fulfilling. Another highlight was spearheading the PR activities for the 50th anniversary of JM Financial. It was an honour to be part of such a milestone, ensuring that the communications captured the brand?ÇÖs legacy while aligning with its vision for the future. Each of these experiences has contributed to my growth, reinforcing the power of collaboration, storytelling and the importance of measurable impact. What advice would you give to young professionals looking to build a career in corporate communications within the BFSI sector? The BFSI sector is a competitive and highly regulated space, where trust, integrity, and transparency are non-negotiable. To thrive as a corporate communication professional, one must possess deep industry knowledge, critical thinking, adaptability, and strong crisis management skills. With regulations, product and service narratives and market dynamics constantly evolving, staying updated is the key to crafting narratives that resonate with media and audiences alike. The sector?ÇÖs fast-paced nature demands a mindset of continuous learning, through certifications or on-the-job experiences. At the same time, there should be a willingness to embrace new technologies that enhance efficiency and problem-solving capabilities. Equally important is the crisis management skills. Whether addressing reputational risks or client concerns, communication with clarity during high-pressure situations is essential to safeguarding the organisation?ÇÖs brand and stakeholder confidence.

Team Pumpkin, a leading full-service digital agency, has been awarded the performance marketing mandate for Miniklub, India?ÇÖs premium toddler and kidswear brand. The agency will drive Miniklub?ÇÖs digital growth through strategic performance campaigns, leveraging data-driven insights to optimize customer acquisition and engagement.  As part of the mandate, Team Pumpkin will manage Miniklub?ÇÖs end-to-end performance marketing efforts, including paid media strategy, campaign execution, and conversion rate optimization across digital platforms. The agency will focus on scaling the brand?ÇÖs online presence and driving revenue via their e-com site through targeted digital interventions.Founded in 2013, Miniklub is renowned for its premium apparel collection that combines comfort, functionality, and sustainability in every offering, solidifying its commitment to be a one-stop shop for parents. It offers the latest newborn essentials, baby wear, kids?ÇÖ fashion, footwear, toys, travel range, baby care products, and much more, all under one roof. It?ÇÖs a must-visit store in town for newborns to 8-year-olds..Speaking about the collaboration, Anjana Pasi, Managing Director, Miniklub, said, ?Ç£We are looking forward to partnering with Team Pumpkin to strengthen our digital footprint. Their expertise in performance marketing and data-led strategies aligns well with our vision for growth. We look forward to leveraging their capabilities to scale our brand and reach more parents across India.?Ç¥Swati Nathani, Co-founder, Team Pumpkin, added, ?Ç£Miniklub is a trusted name in the kidswear space, and we are thrilled to be their performance marketing partner. Our focus will be on delivering high-impact campaigns that drive results, ensuring Miniklub continues to grow its market share in the digital-first world.?Ç¥Established in 2012, Team Pumpkin is a full-service digital agency offering a wide range of services, including performance marketing, social media management, influencer marketing, content strategy, and more. With a client portfolio spanning multiple industries, the agency specializes in delivering ROI-driven marketing solutions that help brands achieve sustainable growth in an increasingly competitive digital landscape.The performance marketing mandate will be handled by Team Pumpkin?ÇÖs office in Gurugram.

In a recent industry development, Jayadevan P.K. (JPK) has been elevated to the position of Vice President ?Çô Communications at PeepalCo.A storyteller at heart, JPK brings over 15 years of experience spanning journalism, corporate communications, and leadership. Since joining PeepalCo, he has been instrumental in shaping the company?ÇÖs communications narrative, navigating industry complexities, and driving impactful engagement across stakeholders.Before PeepalCo, JPK co-founded the award-winning tech newsroom FactorDaily and established himself as a prominent voice in India?ÇÖs tech and startup ecosystem as a journalist and commentator. He is the author of a definitive book on Xiaomi, published by HarperCollins, and has written hundreds of stories covering technology, startups, and innovation in India. From chasing headlines in newsrooms to steering communications in the dynamic world of crypto and fintech, JPK?ÇÖs journey reflects adaptability, clarity of thought, and a deep commitment to authentic storytelling. His elevation is not just a career milestone, but a testament to the power of embracing change, building resilience, and leading with integrity in fast-evolving industries. JPK reflected on his journey of transition, growth, and reinvention marking his elevation through a LinkedIn post

Burson, the global communications leader  purpose-built to create value for clients through reputation, has been named the agency of  record for the Amdavad, India, bid to host the 2036 Olympic and Paralympic Games on  behalf of Gujarat Sports Infrastructure Development Company Limited (GSID).  The agency will lead strategic consulting for the development of the bid?ÇÖs brand, competitive  narrative and will drive its media relations campaign.   Principal Secretary of the Urban Development and Urban Housing Department said, ?Ç£With  Burson as our communications partner, we are delighted to pursue our shared vision of  bringing the Olympic Games to Amdavad. Their deep understanding of the global sports  landscape and past experiences with the Olympics and other global sports organisations will  be instrumental in supporting India?ÇÖs bid.?Ç¥   Dolly Tayal, Managing Director, Burson Genesis, India, said, ?Ç£It?ÇÖs an absolute privilege for us  to engage with Gujarat Sports Infrastructure Development Company Limited (GSID). We will  leverage our proven expertise in sports communications and creative storytelling to provide  strategic consulting and craft a compelling narrative that captures India?ÇÖs Olympic aspirations.  The current focus is to continue to build support for the project in India.?Ç¥ 

Regional communications agency StickyGinger has announced the appointment of three new team members as it accelerates its expansion across the Middle East and North Africa. The hires bolster the agency?ÇÖs public relations and influencer marketing capabilities, aligning with its latest wins?Çöretained mandates for global fashion brands Karl Lagerfeld and GUESS, effective from May.The agency?ÇÖs recent foray into Egypt and Iraq further underscores its regional growth ambitions, with the expanded team now strategically positioned to serve a growing portfolio of high-profile international clients.The new team members include:?Çó Bahdja Kirat, PR Executive, brings a deep understanding of regional communications across both corporate and lifestyle sectors. A native Arabic speaker with experience at both global agencies and in-house teams, Bahdja?ÇÖs extensive network across MENA?Çöincluding Egypt?Çöwill play a key role in delivering culturally resonant campaigns.?Çó Ellie Foster, PR Manager, joins with a strong background in brand communications and media relations in both Europe and the Middle East. With a portfolio spanning lifestyle, hospitality, and tech, Ellie?ÇÖs global outlook and nuanced regional insight will support integrated campaign strategies across diverse markets.?Çó Zoe Everett, PR and Influencer Manager, brings considerable expertise in influencer marketing and beauty PR. Known for her strategic eye and robust influencer network, Zoe will drive StickyGinger?ÇÖs influencer-led initiatives, especially in the fast-evolving beauty and fashion categories.The appointments arrive at a time of significant momentum for StickyGinger, which already represents a number of iconic brands including Marks & Spencer, Levi?ÇÖs, FUJIFILM INSTAX, and Rolls-Royce. The agency?ÇÖs increased bilingual and cross-market expertise will further enable delivery of culturally relevant, high-impact campaigns across the region.?Ç£We are thrilled to welcome Bahdja, Ellie and Zoe to StickyGinger,?Ç¥ said Heba Hemdan, Head of PR at StickyGinger. ?Ç£Their diverse expertise and shared passion for creative PR make them invaluable additions to our team. As we continue to expand our reach and work with some of the world?ÇÖs most iconic brands, their experience will ensure StickyGinger remains at the forefront of delivering compelling, results-driven campaigns that resonate with audiences regionally and globally.?Ç¥With its growing team and strengthened capabilities, StickyGinger is well-positioned to lead the next wave of regional communications for global brands seeking deeper market engagement across MENA.

Performance Communications has announced the appointment of Mia Esat as Associate Director in its Middle East office marking a pivotal step as the agency sharpens its focus on future growth and continued diversification across key sectors.Mia brings a strong track record in shaping corporate narratives across the tourism, energy, utilities, sports and entertainment industries - with much of her recent work focused on the dynamic Saudi Arabian market. Her appointment underscores the agency?ÇÖs commitment to investing in senior talent to accelerate its vision of becoming the go-to consultancy for brands looking to break boundaries and drive meaningful impact.?Ç£Mia?ÇÖs leadership style, strategic rigour and creative firepower align perfectly with the direction we?ÇÖre headed,?Ç¥ said Ian Drinkwater, Managing Director, Performance Communications Middle East. ?Ç£We?ÇÖre not content with the conventional. We?ÇÖre growing into new sectors, pushing our thinking and creating work that not only performs ?Çô but matters.?Ç¥Performance Communications is an award-winning marketing and communications agency, delivering integrated support across PR, digital, influencer campaigns, corporate communications and event management. With a 16-year history in the Middle East and offices in both the region and Europe, the agency combines deep local understanding with international reach.Working with some of the world?ÇÖs most high-profile brands, including Bentley, Bell Flight, L?ÇÖ?ëtape Dubai by Tour de France and MG Motor, Performance Communication?ÇÖs culture is built on collaboration, curiosity and championing individuality - values that continue to underpin its success.Reflecting on her new role, Mia said: ?Ç£Performance stood out as an agency that leads with integrity, puts its people first and delivers work that matters. I bring a strategic mindset and a passion for storytelling ?Çô and I?ÇÖm excited to help shape what comes next as we build for the future.?Ç¥Mia?ÇÖs arrival supports the agency?ÇÖs continued growth into new industries and strengthens its ability to deliver integrated, insight-led communications for ambitious brands.

OceanQuest, the Saudi not-for-profit foundation dedicated to accelerating ocean discovery and advancing global ocean innovation, has appointed Impact BBDO Group as its integrated communications partner. The mandate spans creative, PR, media, and digital, led by Impact BBDO alongside Impact Porter Novelli, OMD, and Impact Proximity. The agency group is tasked with shaping OceanQuest?ÇÖs brand, building global visibility, and engaging diverse audiences through compelling storytelling and strategic campaigns. The partnership reflects OceanQuest?ÇÖs long-term ambition to communicate its mission with clarity, purpose, and impact. The group led the successful launch of OceanQuest, unveiling the foundation to the world through an integrated communications campaign that brought together narrative development, media engagement, creative assets, and digital amplification. ?Ç£As we embark on this journey, it?ÇÖs vital that our communications reflect the scale of our ambition and invite the world to be part of it,?Ç¥ said Salman F. Kattan, Chief of Staff at OceanQuest. ?Ç£The Impact BBDO Group brings together the creative strength and strategic insight needed to help us inspire global action, build credibility, and shape meaningful conversations about the future of our oceans. Further, we needed a partner truly able to bring all disciplines together ?Çö and Impact BBDO demonstrated that strength throughout both the pitch process and the launch.?Ç¥ Ghassan Kassabji, Chief Executive Officer, Impact BBDO Group Dubai, added: ?Ç£OceanQuest represents the kind of purpose-driven initiative we?ÇÖre passionate about ?Çö one that demands the full power of integrated thinking across creativity, strategy, media, and engagement. We?ÇÖre proud to support this extraordinary mission and to bring together the right expertise from across our group to help OceanQuest tell its story and drive real-world impact.?Ç¥ OceanQuest, based at KAUST in Thuwal, is aligned with the UN Decade of Ocean Science for Sustainable Development and backed by an esteemed Board of Trustees including Prince Bader bin Abdullah bin Farhan, Yasir Al-Rumayyan, Aiman Al-Mudaifer, John Pagano, Prof. Edward Byrne, and Ray Dalio. The foundation will invest SAR3 billion into ocean research and development by 2050 and aims to support over 150 scientists annually.

George Coleman, the former founder and CEO of Current Global, has been named the new chief executive officer of The PHA Group as part of a leadership team restructuring. This appointment follows the departure of joint managing directors Shelley Frosdick and Stuart Skinner, who are leaving the agency after 20 years, since its establishment in 2005 by Phil Hall, to explore new career paths.Coleman brings a wealth of experience from his 17 years at IPG, where he joined Weber Shandwick in 2008 and subsequently founded the global communications agency Creation in 2012. Creation expanded to 20 offices worldwide and served major clients like Microsoft, Netflix, Burger King, and Adidas before merging with Current Marketing in 2019 to form Current Global. Coleman served as co-CEO of Current Global until Virginia Devlin's retirement last year. IPG has confirmed Coleman's role at Current Global will not be replaced.Coleman expressed his pride in his achievements at Current Global but noted that Devlin's departure provided an opportune moment for a new challenge. He described leading the 100-strong PHA Group, with its integrated offering and agility as a mid-market independent firm, as an exciting opportunity. He believes the agency is well-positioned for growth and aims to maximize its potential, citing its collegiate culture and commitment to quality work as a strong fit with his experience.The PHA Group, headquartered in London with additional offices in Manchester, Leeds, and Boston (via its digital business Did & Dig), offers a range of services including PR, crisis management, digital, and creative across various sectors.PHA founder Phil Hall thanked Frosdick and Skinner for their significant contributions over the past two decades, during which the agency grew twentyfold. Frosdick and Skinner jointly stated it was a privilege to lead PHA and expressed their best wishes for the agency's future success.Further bolstering its leadership team, PHA has also appointed Rebecca Horne from Leathwaite as a non-executive director and Anthony Sherick, formerly of The Technojobs Group, as its new sales and marketing director, who will also join the board.

Ellyse Management, a leading luxury brand consultancy and communications agency, has rebranded to Maison Ellyse. The new identity reinforces the agency?ÇÖs brand vision and ethos as being a Maison (French for ?Ç£house?Ç¥) for their clients and partners. Maison Ellyse is not just a company, but a family where clients are taken care of as guests in homes, with a distinctive care and consideration that crafts timeless connections.This transformation marks the agency?ÇÖs strategic evolution, reinforcing its expertise in luxury brand consultancy, event management, and talent representation. The company?ÇÖs fresh look is symbolized by a sleek upgrade to their previous logo embodying precision, creativity and a forward-thinking outlook.Founded by supermodel and entrepreneur Elvira Jain, the agency has built a strong presence in the UAE. Inspired by Elvira?ÇÖs extensive global experience working with renowned brands such as Gucci, Versace, and Dolce & Gabbana, the rebranding represents Elvira?ÇÖs mission to create and connect people globally through powerful storytelling, campaigns and networking that fosters lifelong connections.?Ç£As we embark on a new and exciting chapter at Maison Ellyse, the new direction represents our commitment to innovation and excellence in the luxury sector. We reassure our esteemed clients and potential partners that just as a Maison hosts guests with care, comfort and hospitality, Maison Ellyse is here to craft impactful stories and deliver tailored solutions for our clients while maintaining the exceptional standards they expect. We consider our clients and partners an extended part of our Maison Ellyse family,?Ç¥ said Elvira Jain, Founder and CEO. ?Ç£Our refreshed look reflects our growth while staying true to our core values. The new identity is our strategy to open doors for more global brands to connect with Dubai and vice versa with our exceptional services in a fast-changing communications ecosystem.?Ç¥The rebranding has been fully implemented, ensuring a seamless transition for clients and partners.

These strategic moves signal a bold evolution in the agency's journey, reinforcing its commitment to excellence and innovation in PR and influencer marketing.Mumbai, India ?Çô 28th April, 2025?Çô Glad U Came, an award-winning boutique PR and Influencer Marketing agency, today announced key leadership appointments to fuel its next phase of growth, drive client success, and elevate operational efficiency in an ever-evolving business landscape.Key AppointmentsThe agency proudly welcomes Pritesh Potdar as Chief Operating Officer & Director. With over 15 years of industry experience, Pritesh brings a sharp strategic vision, deep operational expertise, and an exceptional grasp of people management. His leadership is set to empower Glad U Came?ÇÖs systems, streamline execution, and shape the company?ÇÖs long-term strategy.Tejaswini Vishwakarma joins as PR & Client Servicing Manager, bringing with her over 6 years of experience managing leading global brands like L'Or??al Paris, Mamaearth, Baskin Robbins, Singapore Tourism, Levi?ÇÖs, Nike, Spotify, and Skechers. Known for her precision and strategic insight, she will be pivotal in enhancing client relationships and elevating campaign execution.The agency also announced two key internal promotions:?       ?Çó Aanya Dewan has been promoted to Brand Strategist Lead. Aanya brings 6+ years of experience and has successfully onboarded marquee clients like Domino?ÇÖs, Patanjali, La Pink, Jackson Wang, and UCB. She will focus on driving strategic growth initiatives and uncovering new brand-building opportunities.?       ?Çó Jyoti Kumari, a long-time team member, has been elevated to Influencer Marketing Lead. Over her 5+ year tenure at Glad U Came, Jyoti has delivered award-winning campaigns and nurtured meaningful creator relationships. Her journey is a testament to the agency?ÇÖs culture of accountability, growth, and kindness."This new structure at Glad U Came enables our best people to offer focused, high-impact partnerships to clients. It brings disruptive creativity, agility, and fluidity to the table ?Çö elements crucial to transforming businesses and building iconic brands today," said Maddie Amrutkar, Founder & CEO at Glad U Came. ?Ç£These appointments reflect our vision to stay ahead of the curve while doubling down on creativity and strategy.?Ç¥

Volkswagen India has awarded its press communication mandate to Ruder Finn India, one of the world's largest integrated global communications & creative agency. Reinforcing its commitment to creative and tech-first storytelling for its products and reputation building for the brand, Ruder Finn will work closely with Volkswagen India to highlight the brand?ÇÖs commitment to innovation, performance, sustainability, and future of mobility. Effective May 1, 2025, Ruder Finn will bring its full spectrum of capabilities ?Çö including strategic counsel and planning, corporate storytelling, media relations, and integrated campaign support ?Çö aimed at strengthening the brand?ÇÖs voice in the Indian market and advancing Volkswagen?ÇÖs business objectives across corporate and brand communications.  Commenting on the partnership, Gagan Mangal -Lead, Marketing Communications & Press, Volkswagen India, said, ?Ç£As we continue to evolve in a dynamic automotive and communications landscape, we are excited to onboard Ruder Finn as our communications partner. Their strategic thinking, integrated approach, and deep understanding of brand storytelling made them the right fit for our journey ahead.?Ç¥  Atul Sharma, CEO, Ruder Finn India & Head, Middle East, said: ?Ç£This mandate is a testament to our growing strength in integrated communications and corporate positioning across sectors. We look forward to leveraging our expertise to support Volkswagen India, an iconic brand that has shaped the automobile industry globally and in India. We are thrilled to partner with them at such a pivotal time in this category; our goal will be to create compelling storytelling that mirrors Volkswagen?ÇÖs legacy and its forward-looking journey, supporting their business ambitions.?Ç¥   Ruder Finn will operate as an extension of Volkswagen India?ÇÖs communications team to ensure consistent, insight-led messaging across earned and owned channels. 

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In this edition, we speak with Neha Kandalgaonkar, Vice President & Head of Corporate Communications & PR, Procam International. With over 12 years in the sports communication space, Kandalgaonkar shares her journey and insights into how the narrative around sports events and athletes has evolved?Çöfrom traditional media relations to crafting holistic brand experiences. She also speaks about her experiences handling top sporting properties like the Hero Hockey India League and ICC tournaments, her milestones, key learnings, and advice for young PR professionals looking to make their mark in the dynamic world of sports and events communications. The Tata Mumbai Marathon has become more than just a race?Çöit?ÇÖs a movement. From a PR perspective, what has gone into shaping its identity as India?ÇÖs largest sporting platform for philanthropy? In PR, there?ÇÖs no clear starting point, and the finish line is never in sight. It?ÇÖs a constant search for stories that can break through the clutter and build brand mileage. We never focused only on the race or its sporting aspect. Luckily, running is a sport that inherently brings only positives: growing in impact and adding real value to cities and communities, whether in terms of health, social, economic, or cultural benefits. Our role in PR is to help bring these stories to the forefront, giving the right voices the right platform. Additionally, it wasn?ÇÖt just about highlighting the philanthropy aspect; we also closely worked with our NGO partners, helping them understand the nuances of PR, what works from a media perspective, and how they can market themselves for better reach and visibility. Over the years, how have your communication strategies evolved to reflect TMM?ÇÖs growth and impact across sectors like health, education, and community development? Over the past decade, the landscape of storytelling has become increasingly cluttered. The rise of social and digital media has led to a flood of content ?Çô commercial or misleading. In such a saturated space, authentic, positive, and impactful stories often struggle to find their place. This is where TMM stands apart. Far more than just a race, TMM has consistently driven tangible change, enhancing the city?ÇÖs health index, fostering social awareness through philanthropy, and positively influencing the youth. It encourages discipline, focus, and holistic well-being, subtly steering young minds away from negative influences toward a more constructive path. Our communication strategy has evolved in step with this growing impact. We focused on curating and amplifying narratives that highlight both the emotional and societal relevance of the event. By carefully balancing earned media with owned platforms?Çösocial media, influencer collaborations, event telecasts, and initiatives like Beyond the Finish Line?Çöwe?ÇÖve built a storytelling ecosystem that reflects the multifaceted nature of TMM. To deepen credibility and showcase long-term impact, we also commissioned a Socio-Health-Economic Impact Report in collaboration with the International Institute of Sports & Management. This has helped position TMM not just as an event but as a powerful movement at the intersection of health, education, and community transformation. Tell us more about the TMM Agro Forest Initiative. How do you weave environmental impact stories into the larger PR narrative of the marathon? At Procam, we?ÇÖve always believed in initiatives that create meaningful, long-term change. When we conceptualized the TMM Green Bib ?Çô An Agro Forest Initiative, our vision was clear: we didn?ÇÖt want to launch just another tree plantation drive. We sought something deeper?Çösomething that would transcend symbolism and have a tangible impact. With United Way Mumbai as our partner, we found an organization that shared this commitment. Together, we shaped a model rooted in environmental sustainability and community empowerment. The Agri + Horti plantation approach not only supports climate change mitigation, but also provides sustained livelihoods to farmers in Solapur. In just two years, the initiative has achieved the planting of 11,663 saplings, the restoration of 29.7 acres, and the raising of over Rs 74 lakh for the local community. Each tree costs Rs 635 to grow over three years, including planting, protection, maintenance, and farmer support. Participants could opt for a Green Bib and become TMM Evergreeners, running with a special bib on Race Day and receiving geolocation details of the trees they helped nurture. In terms of communication, authenticity and credibility are non-negotiable. We weave this into the larger PR narrative by targeting the right platforms and journalists?Çöthose who value purpose-driven stories?Çöand by consistently showcasing the measurable impact of the initiative. Through the Green Bib, we?ÇÖve shown that environmental responsibility can be more than a message?Çöit can be a movement aligned with the spirit of the marathon itself. How important is it to position a sporting event as a catalyst for long-term social and environmental change, and what?ÇÖs the PR strategy behind it? Sports have a unique way of uniting people. They spark positivity, foster a sense of belonging, and inspire collective purpose. At their best, sports and fan communities to come together and stand for something greater than themselves. When we harness this powerful spirit to address social causes, fulfill community needs, and promote the culture of giving back, the impact can be swift and deeply transformative. That?ÇÖs the unmatched power of sports. A powerful global example is the Immortal Fans campaign by Sport Club Recife in Brazil. By linking football fandom with organ donation, the club turned passion into purpose?Çödramatically increasing eye and organ donations. It?ÇÖs a reminder that when sport taps into its emotional core, it can shift behaviour, change mindsets, and even save lives. From a PR standpoint, the strategy is clear: focus on storytelling that connects sport with social good. Elevate real stories of change. Collaborate with purpose-driven partners. And amplify through platforms where the message can resonate, be it traditional media, digital influencers, or grassroots networks. You?ÇÖve had over 12 years of experience in the sports communication space. How has the narrative around sports events and athletes evolved during your career? The media landscape has been evolving rapidly, where the traditional meets the new-age, all at once. Conventional channels haven?ÇÖt disappeared; they?ÇÖve simply adapted, taking on new avatars shaped by fresh narratives, speedy timelines, and ever-shifting formats. In today?ÇÖs world, powerful stories and compelling narratives take center stage, while platforms and formats have become increasingly agnostic. That?ÇÖs why I?ÇÖve always focused on the power of words?Çöto bridge both worlds. While modern platforms engage Gen Z and Alpha, it?ÇÖs essential to communicate with clarity, relevance, and emotional depth that resonates across generations.In sports and athletics, live TV remains the primary source of real-time coverage, but the conversation continues long after the event, driven by performance recaps, fan reactions, and cultural context. This is where digital truly shines?Çöshaping narratives through what people share, like, and emotionally connect with. Athletes today are more than competitors?Çöthey?ÇÖre personal brands and content ecosystems. As a result, PR has moved beyond event coverage to become a continuous stream of storytelling, personality building, and audience engagement. It?ÇÖs not just about moments?Çöit?ÇÖs about momentum. From handling top sporting properties like Hero Hockey India League and ICC to now leading comms at Procam?Çöwhat have been your biggest professional milestones and learnings? I?ÇÖve had the privilege of working across diverse sports, federations, policymakers, and marquee events?Çöeach with its own philosophy and communication style. What unites them all, though, is the power to inspire?Çöto radiate positivity and hope. Cricket and league formats thrive on high-energy, fan-first narratives?Çöloud, passionate, and emotionally charged. In contrast, running tells quieter, deeply personal stories. It?ÇÖs about human resilience?Çöthe extraordinary journeys of everyday people. While platforms like the ICC, ATP, and hockey offered global scale and visibility, running gave me something more profound: a sense of connection. It shifted my lens from spectacle to substance, allowing me to craft stories that speak to individual transformation and purpose. I?ÇÖve never chased milestones, but the moments have been significant?Çö when an NGO sent a personal note thanking me for the visibility they and their cause received, to welcoming Olympic medalists and Grand Slam champions as Procam ambassadors, to turning them into guest editors or centerpieces of feature campaigns. These weren?ÇÖt just celebrity endorsements; they were storytelling opportunities that brought new dimensions to the sport and the brand. Ultimately, it?ÇÖs the journey that excites me. The people, the stories, the impact?Çöthat?ÇÖs where the real magic lies. What advice would you give to young PR professionals looking to make a mark in the sports and events space? Stay true to your story, speak up no matter how silly you think your point of view is, and always stay curious. We all want to act to stand out. However, it is essential to listen, observe, and then take action. In today?ÇÖs media-sensitive world, there?ÇÖs little room for negativity. ?ÇÿThe truth or the positive?ÇÖ has a way of surfacing and standing strong, sooner than you think. And when it comes to PR, time and timing are everything. Knowing when to say something is just as important as what you say.

Confiance Communications, an integrated communications agency, has acquired the strategic communications mandate for Sprih, a pioneering ClimateTech platform. Known for its impactful work across brands like CashKaro, Euronics, Bureau and The Quorum Club, and VCs like Leo Capital, Eternal Capital, and Transition VC, Confiance will spearhead Sprih?ÇÖs all-encompassing communications strategy.Founded by Akash Keshav, Ravi Singhal, Rohit Toshniwal, and Hemant Joshi, Sprih is on a mission to empower enterprises in their sustainability journey. The platform deploys breakthrough AI-driven solutions to help businesses track their carbon emissions, water and waste footprints, and benchmark their performance against industry peers. By providing actionable insights and facilitating collaborations with ecosystem partners, Sprih drives strategic initiatives that turn sustainability into a competitive advantage. Under the mandate, Confiance will craft and execute a resilient PR framework?Çödesigned to strengthen Sprih?ÇÖs market positioning. The partnership targets strategic augmentation of Sprih?ÇÖs value proposition and tech innovations amongst enterprises across manufacturing, mobility, agriculture, chemicals, and other sectors. Deploying a cohesive approach to brand-building, the agency will also formulate Sprih?ÇÖs key messaging and targeted communication strategies, earning industry recognition for the brand?ÇÖs initiatives and c-suite?ÇÖs domain authority. Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said, ?Ç£Sustainability is no longer a ?Çÿgood-to-have?ÇÖ?Çöit?ÇÖs a defining business imperative. As organisations across sectors grapple with climate accountability, Sprih is uniquely positioned to lead this transformation with precision, intelligence, and foresight. Their AI-led approach is not just solving a compliance challenge for enterprises globally; it is reimagining sustainability as a driver of long-term value creation. At Confiance, we see this as a powerful storytelling opportunity. Our role will be to shape a compelling narrative arc that not only showcases Sprih?ÇÖs pioneering solutions, but also frames them within the larger context of climate innovation and regulatory evolution. We?ÇÖre proud to partner with a brand that?ÇÖs as mission-driven as it is technologically disruptive.?Ç¥Expressing his views on the strategic collaboration with Confiance, Akash Keshav, Co-Founder & CEO, Sprih, said, ?Ç£Our work at Sprih goes beyond measurement?Çöwe are building the operating system for sustainable business transformation. As climate imperatives become central to boardroom decisions, it?ÇÖs essential for our story to be told with depth and precision. In Confiance, we?ÇÖve found a partner that understands how to distill complex innovation into compelling narratives. This collaboration will help us shape public discourse around sustainability, deepen stakeholder engagement, and position Sprih as a category-defining force in ClimateTech.?Ç¥Demonstrating an unparalleled capability to engage key stakeholders, Confiance leverages storytelling to forge resonating connections for its clients, with their target audiences, industry stakeholders, as well as, the investor community. Its clientele comprises notable brands including Euronics, The Quorum Club, Bureau, EMO Energy, Leo Capital, Khyaal, Salad Days, Turkiye Tourism Board, Transition VC, and Eternal Capital, among other distinguished names.

We currently live in a hyper-digital world where online reputation management is a significant component of brand strategy. With the coming of the cancel culture, even a single mistake, irrespective of the fact whether it?ÇÖs intentional or not, can blow up into an actual crisis, causing substantial harm to the individual or the company?ÇÖs reputation. In my role as a brand strategist and communication and public relations expert with over a decade of experience, I have witnessed the charm of strategic storytelling and media engagement. The way people accept you online is far more important than just having a good reputation but also being agile, true to yourself and having the capacity of self-recovery. Understanding Cancel Culture and Its ImpactThe idea of the cancel culture is not just about holding individuals and businesses responsible, but is also very significant in today?ÇÖs age. Lately, customers demand truthfulness, ethical behaviour, and inclusivity from businesses. Social media is one of the most powerful tools for curating instant news, which can provoke a quick reaction and at the same time result in both appreciation and criticism. This is why companies and individuals have to weigh what they publish online carefully. A single negative tweet, a piece of incendiary content from the past, or a statement that is misinterpreted can lead to a situation. They enable the loss of customer trust, lost business opportunities, and as a result, money loss. Reputation is not just an issue for big business corporations, but it is also quite important for startups and small companies to find their place in the market as soon as possible. They need to protect it proactively. From my experience in the media industry, I have learned that adaptability and customer satisfaction are indispensable to maintaining a brand?ÇÖs good image, especially during difficult times. Building a Resilient Online Reputation1. Establish a Strong Digital Presence: Maintaining a consistent and appealing online presence across different platforms like social media, website, or media publications helps in shaping the public perception. By actively creating content which aligns with the company?ÇÖs values, businesses will be able to control the narrative before a crisis arises.   2. Authentic Storytelling: As the CEO of The Pen Project, I focus on crafting authentic brand narratives that resonate with the audience. When a brand?ÇÖs key messaging is built on genuine values and purpose-driven content, it becomes quite difficult for negative press to overshadow the years of positive impact. 3. Proactive Crisis Communication: Waiting until a crisis occurs to engage in damage control is a fatal mistake. Having a robust crisis management plan should include scenario mapping, pre-approved  to engage in damage control is a fatal mistake. A robust crisis management plan should include scenario mapping, pre-approved communication strategies, and designated spokespeople to ensure a swift and coordinated response.4. Engaging with Critics: Thoughtfully, cancel culture's strength is in inflaming emotions. If you react with a defensive or disrespectful tone, it will make matters worse. The much-needed change is for businesses to address the problems, if any, and implement a plan of action to show their commitment to society. An organized public relations plan is the basis for communication that is not only respectful but also problem-solving.5. Leverage Media Relationships: Building strong ties with media networks can be extremely valuable. I was able to assist my clients in appearing in top magazines such as Forbes, Vogue, and CNBC TV18. Good media coverage can go a long way in balancing the bad press, thereby giving a clearer picture of a brand's impact.6. Consistent Community Engagement: Consumers appreciate brands that listen and evolve based on feedback. Actively engaging with audiences through social media, events, and CSR initiatives fosters goodwill and strengthens brand loyalty. A brand with a strong community backing is less likely to be completely ?Ç£canceled.?Ç¥Turning Crisis into OpportunityAn affiliation with media outlets can be incredibly beneficial. I have managed to get clients' works published in some of the most important media.The positive coverage of the media can help to neutralize the negative one and show a more complete picture of the brand?ÇÖs contribution.Despite the challenges, cancel culture brings, it is also a platform for brands to self-reflect, evolve, and foster a stronger connection with their audience. When brands are open and accountable, what looks like potential difficulties can be turned into defining moments in their journey to success. The very core of The Pen Project has always been that through my work, I could basically encourage businesses, particularly the majority of which are startups and SMEs by putting them in the right position to tell their stories. In a time when one minute?ÇÖs brand is the next minute?ÇÖs liability, the companies that will remain are those that are adaptive, ethical and genuinely dedicated to making a difference.ConclusionIn today?ÇÖs digital age, online reputation needs to be managed with foresight, flexibility, and strategic narrative. As a business owner and communications specialist, I feel that it is vital for companies to not just defend their reputation but also to shape it through engaging narratives. Cancel culture is not just a challenge but also an invitation for brands to take responsibility, transparency and alignment with their audience. The future of online reputation management lies in proactive reputation building, ethical brand positioning, and resilient communication strategies. By adopting these principles, companies will be able not only to survive the digital scrutiny but thrive and become stronger and more engaged with their audiences. 

Ellerton & Co., a premier public relations agency with a sharp focus on Greater Southeast Asia, has appointed Adam Goulston as Strategic Advisor for its Japan market initiatives. A seasoned expat, entrepreneur, and expert in marketing and localization with over 25 years of experience, Goulston will serve as a vital cultural bridge?Çöhelping Japanese brands navigate and connect authentically with diverse Southeast Asian markets. With his deep-rooted knowledge of Japanese business practices and regional nuances, he is poised to guide Ellerton?ÇÖs clients toward meaningful cross-cultural engagement and localized growth strategies.In this interview, Goulston shares insights on how Japanese brands are evolving to better resonate with culturally diverse Southeast Asian consumers. He highlights the importance of moving beyond a one-size-fits-all strategy, emphasizing hyper-localization, cultural sensitivity, and strategic partnerships. Drawing on examples like Uniqlo's collaboration with Indian designers and AEON's tailored offerings in Vietnam, he illustrates how thoughtful localization is key to building lasting brand relevance in emerging markets.With over 25 years in marketing, localization, and digital strategy, how do you see Japanese brands evolving to appeal to Southeast Asian consumers, particularly in culturally diverse markets like Indonesia, Vietnam, and India?Japanese brands increasingly recognize the need to move beyond a one-size-fits-all approach when entering culturally diverse markets like India, Indonesia, and Vietnam. "Made in Japan" connotes quality, and Japanese goods are widely respected. But still, with more local offerings and greater competition, it's not enough. Success hinges on deep cultural engagement and localization strategies that resonate with local consumers. In some cases, companies are smartly partnering with locally established names. Companies like Uniqlo (under its parent Fast Retailing), Sapporo, and Suzuki (Maruti Suzuki in India) are strong examples.Uniqlo didn't just open Japan-style stores in India; it collaborated with Indian designer Rina Singh to create a kurta collection, blending Japanese minimalism with traditional Indian attire. The "Uniqlo in My Hub" initiative further demonstrated a commitment to community engagement by involving local professionals in store launches. Fast Retailing President Tadashi Yanai is brilliant in this area.In Vietnam, Japanese retailers like AEON have expanded their presence by offering a mix of Japanese and local products, catering to the growing middle class's demand for high-quality goods. AEON's strategy includes localizing food products by offering Vietnamese-style dishes prepared with Japanese techniques and ingredients.These examples are brick-and-mortar, as they're easier to envision. There are examples in the knowledge economy as well, and they're equally adroit and understated. But I wish there were more.I want to see Japanese companies be more assertive in flying the Japanese flag and tooting their own horn, even if it's not the Japanese way. That's a big reason why I set up my own Japan-based company, MacroLingo LLC, and why I'm partnering with Ellerton & Co. ?Çô they have teams on the ground in these markets, and they understand the cultural landscape and have deep connections with the media from Vietnam and Singapore to the Philippines and Indonesia. This is essential because Asia comprises many diverse countries. Each requires a tailored approach.Your role at Ellerton & Co. places you at the crossroads of Southeast Asia and Japan. What do you see as the biggest opportunities and challenges when Japanese companies expand into these fast-growing regional markets?The sky's the limit, as long as Japanese companies board the rocket with us. This role with Ellerton & Co. is great because I already spend a lot of time in Southeast Asia and work with Japanese companies working to succeed in the region. Meanwhile, Ellerton & Co. is Singapore-based yet with teams on the ground in Indonesia, Vietnam, the Philippines, Thailand, and Malaysia, well-connected, and can quickly gain exposure for its clients. Markets like Indonesia, Vietnam, and India have young, growing populations that respect Japanese quality, innovation, coolness, and cuteness (the kawaii factor). Japan?ÇÖs reputation for precision, reliability, and design already opens doors.Speed and agility are particular challenges. These markets move fast, and business expectations change quickly. Japan?ÇÖs traditional strength in stability can be a weakness if companies move too slowly and insist on refining to perfection before entry. They need to roll out the MVP, move faster, break more things, and be willing to adapt on the fly.Another challenge is localization. Full localization is not just about language. It is about product design, service models, and communication styles that match local needs. That's always been my personal mission in Japan ?Çô whether I'm working with companies, entrepreneurs, or even scientific researchers. It?ÇÖs also what Ellerton & Co. excels at, having worked with many major Japanese companies in Asia, refining their messaging to suit the particular market, getting exposure in the right places to reach the right target audience.Daikin is a good model to follow. It invests heavily in local production, R&D, and hiring across Southeast Asia. It doesn't just sell Japanese products abroad; it creates solutions built for tropical climates and the real needs of local businesses.The opportunity is there, and the trust is there. Japanese companies that move fast, localize completely, and match the energy of young markets will succeed. Slow movers and those that insist on perfection will lose ground fast or not even make it to the starting line.You?ÇÖve emphasized the importance of ?Ç£interpretation?Ç¥ over ?Ç£translation.?Ç¥ Could you share an example where cultural interpretation made a significant impact in a brand?ÇÖs success abroad?By definition, "translation" is the process of converting one language to another, word-for-word (and we can apply it to visual media, too). That's fine for legal documents and things where accuracy is the aim, but it's wholly inadequate for sales, marketing, branding, etc. Yet that's exactly what many Japanese companies do.Rather than "interpretation," I'd use "localization," and by that, I mean adjusting every aspect of the communication (words, images, voice, and all media) to the necessary degree while maintaining the original intent and appeal. This process can be based on the source language as a key reference, but the source language must not dictate the message that's delivered in another market. If you do that, it's simply translation. That's too simple and it usually fails. Different cultures have different lenses.One Japanese client I worked with, a beauty product with a strong Japanese identity, wanted to localize its branding overseas. I needed to maintain and communicate the key Japanese elements ?Çô the elegance, simple beauty, refined aesthetic, and the brand's roots in Japanese symbols and history ?Çô for foreign readers and viewers. That meant knowing how the Japanese side saw things and how the foreign side would interpret them. This approach to full localization can't resort to cliches and certainly can't be a direct "translation," because many aspects that Japanese readers instinctively intuit are lost on non-Japanese. In this case, the localization went over very well, which was cool, because the products are gorgeous.Southeast Asia is becoming a key outbound market for global businesses. How can Japanese companies better position themselves to not only enter these markets but become deeply relevant within them?Japanese companies are already deeply relevant in Southeast Asia in many sectors. Brands like Toyota, Honda, Uniqlo, Muji, Daiso, Mitsukoshi, Isetan, and Hitachi have gained a foothold in some very different areas. I see them all over the region, and they're consistently strong and localized. Construction, shipping, and engineering firms are also well-respected.But the next wave is about knowledge. Software, biomedical, AI, and R&D are the sectors where Japanese companies can do much more. The opportunities are wide open. There?ÇÖs a Japanese enterprise SaaS company that Ellerton & Co. and I have worked on together for several years. We?ÇÖve seen and helped them grow into multiple Asian markets, crafting their go-to-market messaging and raising awareness of their successes in Singapore, the Philippines, Malaysia and elsewhere. We?ÇÖve seen the power of communications work firsthand.Japanese companies need to rethink their positioning to become deeply relevant. First, invest in real public relations, not just announcements. Tell stories about your innovation, your mission, and your people. Understand Japan's appeal in these markets and communicate it. Make your brand human while conveying your unique appeal.Second, again, adapt and localize. Japanese brands sometimes think the product speaks for itself and can only be delivered one way, the best way. That doesn't always work. How did matcha come to be so widely loved not only in Southeast Asia but around the world? In its true form, matcha is a strong and quite bitter form of green tea. The solution ?Çô add sugar! Mix it with other foods! Use it in Kit Kats! Traditional Japanese thought (and actually my thought, too, being a matcha snob) might scoff at this ?Çô it's not the "right" way. But matcha's adaptability is the reason you see matcha-everything all over the place, and not just in tea ceremonies in Japan.Third, quite differently, and I'm putting on the MBA and development studies hats here ?Çô empower local leadership. Hire strong local teams, let them shape messaging, and give them real authority. Don't keep sending over expats who can't speak the language and don't deeply know the culture. Local ownership builds loyalty and ensures that brands move at the speed of the market.What unique advantages does your Osaka-based firm, MacroLingo, bring to the table when advising global brands eyeing Japan, and how does that complement your strategic advisory role at Ellerton & Co.?More so, MacroLingo helps Japanese companies go global rather vs. guiding global companies on Japan entry. We take Japanese innovation and expertise and communicate it in a voice the world understands, and to achieve specific business objectives. We do this at a boutique level, for limited clients and with a great deal of personal attention. I created this approach because I saw far too many Japanese companies simply using translation services or attempting to do global marketing in-house by directly translating Japanese messaging. As many of our clients are smaller firms and startups, part of our mission is to educate these clients that translation is not enough and then to prove the results of comprehensive localization.We do this by combining my background in business, science, and journalism with a network of expert creatives. We restructure messaging, refine brand voice, and ensure content is globally accessible and is culturally respectful and impactful. Our work covers scientific, technical, and high-value B2B fields where clarity and credibility are essential. We also can't overlook the importance of modern ways consumers discover brands ?Çô social media, short-form video, generative AI, and more. We apply sound SEO principles, such as EAT, in everything we write and create, to ensure that AI-based search finds our clients. And we monitor social media trends in different countries. These aspects matter so very much.MacroLingo?ÇÖs work gives me insight into what global markets expect, I know how Japanese companies think internally, and I can offer insight on what catches consumers' eyes in Japan and abroad. At Ellerton & Co., this experience gives me a strong base for advising Japanese brands that want to succeed in Southeast Asia or companies entering Japan. In combining our strengths, we understand how Japanese companies think internally and how Southeast Asian markets receive external messaging. That ability to bridge these two perspectives is how we can help Japanese brands enter and compete in new markets in a way they may not have even considered.In an increasingly digital-first world, how can storytelling and content localization be leveraged to cut through the noise and connect Japanese innovation with Southeast Asian aspirations?In a digital-first world, storytelling and localization are mandatory if Japanese brands want their offerings to align with Southeast and South Asian aspirations.It's not just about showing product features or promoting Japan-made quality. It's about understanding the ambitions of these young, fast-moving markets and speaking directly to them. Localization must go beyond translation. It means adjusting the voice, structure, examples, and even emotional appeal, while still maintaining the heart of Japanese innovation.An example is Shiseido Thailand. In 2024, it appointed Thai actor Win Metawin as the first-ever Friend of Shiseido Southeast Asia. The company connected Japanese beauty and heritage with a local figure whom people admire, using regional social platforms and short-form video to spread the story. That's real localization, not surface-level. And it sure as heck isn't just translation. Not all companies have Shiseido's budget and brand recognition, but they can emulate these successes at a more micro level. Actually, it's a lot of fun to think about and makes my job and this connection with Ellerton & Co. so exciting.At MacroLingo, we use storytelling shaped by proper SEO, geo-targeting, and a mobile-first approach. We pay attention to how people search, watch, and interact on platforms like TikTok, Line, WhatsApp, LinkedIn, and Facebook, depending on the country and the people. We work a lot with academia, and some might be surprised that even PhD researchers are normal people who congregate and consume on apps and in online communities. AI tools help us map trends and structure content faster, but the heart of the work is always human ?Çô matching message to aspiration, not just spitting out generic content no one wants to read, let alone engage with.Southeast Asia is mobile, fast, and emotional. Brands that embrace that will win. Ellerton & Co., with its insight, connections, and speed, is in a great position to make this happen. Together with Ellerton & Co., I hope to make this happen for more Japanese companies and even for companies entering Japan.

Sam & Andy, the ?ÇÿRevenue-Marketeer?ÇÖ company, has won the integrated mandate for Jadeite Developers, a fast growing real estate company. The mandate will be serviced by Sam & Andy?ÇÖs Mumbai office.  As part of the mandate, Sam & Andy will launch the brand?ÇÖs new upcoming real estate project following a phase wise approach. The agency will work on positioning the brand Kaveri to create a differentiation amongst the competition which will eventually help as a sales story. Based on the positioning, the agency will strategically develop a detailed brand and tactical communication. This communication will be developed for all key mediums - ATL such as print inserts, outdoor, AVs, etc., BTL such as brochure, presenter, site branding, events, etc. and digital such as social media, WhatsApp driven engagement for channel partners and customers. The activities will be executed in a phased manner, providing 360-degree support for launch and sustenance. Led by Manish Sawant and Litesh Gada, Jadeite Developers is known for their focus on safety and quality in each project they undertake, thereby providing families a secure environment to nurture. They also address shortcomings of the housing sector at the grassroot level by associating with local communities, complying with environmental standards, and promoting social responsibility. Commenting on the strategic partnership, Litesh Gada, Founder, Jadeite Developers shared, ?Ç£With the launch of the project, we aim to revolutionise the vicinity of Charkop with a modern project which resonates with the requirements of today?ÇÖs home buyers. With the innovative mindset of Sam & Andy, their understanding of the sector and passion to disrupt, together, we aim at creating a story for customers to cherish.?Ç¥Sharing his thoughts on the strategic win, Anindya Ghosh, Founding Partner, Sam & Andy shared, ?Ç£We are elated to partner with Jadeite Developers. We resonate with their mission of providing citizens with a high-quality living experience, which excel in aspects of safety and comfort. Several strategic and engaging activities are in the pipeline for their new project in Charkop. Looking forward to working with the stellar team and advancing in the industry at lightning speed!?Ç¥?Ç£The intent Litesh Gada and Manish Sawant, the founders of Jadeite Group have is to provide a better lifestyle even to the common people. One can experience that even in their last project. They do not cut corners, pay suppliers and channel partners before time, project completion and possession before committed timelines and the most important, they design the best lifestyle in whatever size of plot they are playing with. This is rare in this category. We are excited about partnering with this young dynamic duo. It?ÇÖs just the beginning, as they say ?Ç£picture abhi baaki hai mere dost,?Ç¥ said Sameer Joshi, Founding Partner, Sam & Andy. Kaveri Jadeite Developers is a 21-storey tower located in the vicinity of Charkop, featuring a wide range of amenities offering comfort and convenience to residents. Jadeite Developers are known for their precision in designing projects, utilizing every inch smartly and ultimately maximising space for homeowners. While the location, amenities and size of the flats are quite desirable, the exciting prices are what make the project extremely well-rounded. Jadeite Developers have upcoming projects in Bandra West, Bandra East, Vile Parle, Borivali and Kandivali. 

Global Women in PR (GWPR) MENA has appointed Lynn Al Khatib, Vice President, Communications of Chalhoub Group, as its new board member. Lynn is a seasoned communications professional with more than 15 years of experience in the field. Throughout her career, Lynn has demonstrated a strong focus on empowering women within the communications industry. ?Ç£As someone committed to advancing women?ÇÖs leadership in PR, I?ÇÖm honored to join the board of Global Women in PR MENA and support its powerful regional mission to empower and elevate women across the communications industry. ?Ç£Today, communications plays an ever more critical role in shaping brands, organizations, and thought leaders ?Çö and as professionals, whether in-house or at agencies, we must continue evolving to deliver true value. In a world where corporate career growth is becoming more limited and traditional measures of success increasingly blurred, I look forward to contributing to both women and the industry through this incredible board of inspiring leaders.?Ç¥ said Lynn Al Khatib.Her appointment comes at a time of rapid growth for GWPR MENA, which now celebrates 100 members ?Çö a testament to its ongoing commitment to advancing female leadership in the region?ÇÖs communications industry.Loretta Ahmed, GWPR MENA Chair and Founder and CEO of Houbara Communications, commented, ?Ç£We are delighted to welcome Lynn Al Khatib, Vice President Communications at Chalhoub Group, to the board of Global Women in PR MENA. As we continue championing gender parity at the highest levels of the industry, Lynn?ÇÖs voice and perspective will play an important role in driving meaningful progress.?Ç¥  GWPR is a global not-for-profit network that champions and connects senior women in communications. Its MENA chapter provides a collaborative platform to tackle key industry challenges and drive tangible impact. Through practical initiatives, GWPR MENA empowers women to lead change, shape the future of the profession, and thrive in an ever-evolving landscape.The GWPR MENA board is made up of six accomplished women from across the communications spectrum ?Çö agency, in-house, and consultancy ?Çö each bringing a wealth of experience and a shared passion for empowering women in the industry.Together, they reflect the diversity and strength of the MENA region?ÇÖs communications landscape and are united in their commitment to championing gender parity, fostering leadership, and driving long-term, positive change.Board members include:?Çó Loretta Ahmed, Founder and CEO, Houbara Communications ?Çô Chair?Çó Louise Jacobson, Managing Director, Brazen MENA ?Çô Board Member?Çó Naamat Baradhy, Regional Communication Advisor, First Abu Dhabi Bank ?Çô Board Member?Çó Radwa Allabban, Founder and Managing Director, Place Communications ?Çô Board Member?Çó Purti Simon, Vice President, Teneo ?Çô Board Member?Çó Lynn Al Khatib, Vice President, Communications, Chalhoub Group ?Çô Board MemberGWPR MENA welcomes women in senior leadership roles across agency, in-house, and consultancy environments with 10+ years of experience. Members gain access to exclusive career-building resources, including global networking, mentorship, thought leadership, and a collaborative platform for driving positive industry change.

PR Professionals (PRP), the flagship of the PRP Group, has onboarded Sunny Jain as Associate Vice President ?Çô Digital, further strengthening its leadership team. With over 15 years of experience in digital marketing, performance strategy, and integrated brand communications, Sunny brings with him expertise in areas such as SEO, SMO, lead generation, affiliate marketing, and result-oriented campaign execution.At PR Professionals, Sunny will focus on strengthening the agency?ÇÖs digital practice by expanding its performance marketing capabilities, enhancing client campaigns for optimal ROI, and maximizing integration between digital, content, and Public Relations strategies. His appointment comes at a time when PRP is strengthening its digital presence for marquee clients across sectors like infrastructure, education, and governance.Sunny, a seasoned digital strategist, has held leadership roles at renowned organizations including SpiceJet, VLCC Healthcare, Brentwoods Education, Greenply Industries, and IndiaMART. Over the course of his career, he has planned and executed high-impact digital campaigns across India, the GCC, Bangladesh, and Sri Lanka. His areas of expertise include digital media planning & buying, SEO, SEM, ORM, social media marketing, lead generation, affiliate networks, product management, & customer acquisition.Sarvesh Tiwari, Founder & Managing Director of PR Professionals, shared, ?Ç£As the communication landscape evolves, seamless integration of digital and public relations has become the cornerstone of impactful brand storytelling. Sunny?ÇÖs extensive experience and result-driven approach will further strengthen PRP?ÇÖs ability to deliver holistic communication strategies to our clients.?Ç¥Sunny Jain expressed his enthusiasm, saying, "I am excited to join PR Professionals at a time when the digital communications landscape is undergoing such transformative changes. PRP?ÇÖs portfolio of integrated communications services and diverse approach offers the ideal conditions to drive meaningful digital impact. I look forward to working with this amazing team to push the boundaries of innovation and performance."PR Professionals has emerged as a leading player in the integrated communications space, with some of India's leading organizations trusting it with both their public relations and digital assignments. PR Professionals' notable digital mandates include Housing and Urban Development Corporation Limited (HUDCO), Pension Fund Regulatory and Development Authority (PFRDA). Rail Land Development Authority (RLDA), IIM Mumbai, MMRDA, Sunkind, Chaitanya, Finance Industry Development Council, Bihar School Examination Board, Bihar Education, Department of Revenue and Land Reforms, Bihar, and Samagra Shiksha Andhra Pradesh, and other large corporations and public sector entities.PR Professionals, established in 2011, is a leading integrated communications agency renownedfor delivering exceptional branding, public relations, and digital marketing solutions. The agency is dedicated to helping businesses achieve market leadership while engaging in meaningful philanthropic activities. PRP Group started with modest beginnings but now boasts 12 branches spread across India and six overseas centers with a team of 150 members that is determined to make an extraordinary difference through communications. 

PRCA Mena officially kicked off its Roadshow Series with an impactful inaugural event in Kuwait, in partnership with PRCA Mena member, Alshaya Group.Held at the Burj Alshaya Auditorium, the event gathered communications professionals for an afternoon of meaningful dialogue and networking, highlighting how Kuwaiti brands are telling their stories globally while staying rooted in local pride.The panel discussion, titled ?Ç£From Local Pride to Global Play: How Kuwaiti Brands Are Telling Their Stories,?Ç¥ featured Nick Sandham, Vice President, Corporate Communications, Alshaya Group; Faisal Khazal, Senior Director - Country Lead, Weber Shandwick Kuwait; Laila Al-Daghestani, Senior Director, Weber Shandwick Kuwait; and Conrad Egbert, Head of PRCA Mena.Panellists shared insights on building brand authenticity, balancing tradition with innovation, and Kuwait?ÇÖs growing influence in shaping narratives across the region.Conrad Egbert, Head of PRCA Mena, said: ?Ç£This series is about rooting the conversation in culture, and there?ÇÖs no better place to begin than Kuwait?Çöhome to some of the region?ÇÖs most culturally grounded, yet globally ambitious brands. We?ÇÖre grateful to Alshaya Group for its continued support and invaluable local knowledge.?Ç¥Nick Sandham, Vice President, Corporate Communications at Alshaya Group, added: ?Ç£Kuwait has long been a hub of retail innovation and communications creativity. It was a pleasure to welcome the PRCA to our home and explore how brands here are shaping narratives that resonate far beyond our borders. Initiatives like these by PRCA Mena foster professional growth and meaningful dialogue across markets.?Ç¥The event wrapped up with a vibrant networking session, providing industry professionals the opportunity to exchange ideas and explore new collaborations.

Runwal Realty has hit the stands with a new brand campaign with the message ?ÇÿBuilding for generations to come?ÇÖ. The famed Bollywood actress and style icon Sonam Kapoor is the brand ambassador and the face of the new campaign. This campaign comes at a time when the company has created back-to-back high luxury residences in some of the most upper-crust locations. The importance of brand communication above individual properties is paramount in the minds of the company and its marketing partner, Thought Blurb Communications.The campaign has been released on hoardings across the length and breadth of Mumbai besides mainline print media and digital channels. This will be followed by a film campaign and experiential communication. The choice of Sonam Kapoor is of strategic importance too. Speaking to this point, Sanya Runwal ?Çô Director, Retail at Runwal Realty says, ?Ç£At Runwal Realty, we?ÇÖve always believed that a home is more than a space?Çöit?ÇÖs a foundation where legacy takes root. With this new chapter, we are deepening that belief. ?ÇÿBuilding for Generations to Come?ÇÖ is not just a brand philosophy?Çöit?ÇÖs our compass. It reflects our long-term thinking, our emotional investment in every project, and our commitment to delivering spaces that evolve with time, yet remain timeless in their essence.Sonam Kapoor brings that same timeless elegance and depth - she embodies sophistication that?ÇÖs rooted, not showy. Her understanding of personal space and design mirrors our own vision, and her cultural relevance and lineage resonate deeply with our belief in legacy, substance, and style with meaning.?Ç¥The messaging suggests that Runwal builds for generations to come. It is more about legacies and personal stories than just selling homes. In a clamourous market where everybody is speaking all at once, it?ÇÖs easy to understand the pivot to a long-lasting message that covers every property that the company creates.Speaking of the strategy Vinod Kunj, MD and CCO of Thought Blurb Communications says, ?Ç£Luxury cannot be sold too stentoriously. It has to be understated and nuanced. You cannot sell super-premium products by speaking loudly over each other. The customers we are hoping to attract are clearly not the kind who want to draw attention to themselves or their wealth. At this level, the need for meaning and creating a legacy is of much greater importance.?Ç¥As the company says, Real Estate is a high-stakes category. It?ÇÖs one of the most important purchases of a person lifetime, and definitely one of the most expensive. There is a deep emotional connection that has to be satisfied for the customer to buy. Trust goes much beyond image in this market. That is where Runwal Realty steps in. Building more than structures. Rather ?Çÿbuilding relationships for generations.?ÇÖ

Malaysia Airports will continue its collaboration with TEAM LEWIS, tasking the agency with leading public relations and social media for its commercial services. This renewed partnership aims to enhance the retail experience for travellers at Malaysian airports.TEAM LEWIS's responsibilities will encompass integrated PR, digital storytelling, and event support, all designed to highlight the dynamic and valuable retail offerings within the airports.This ongoing collaboration underscores TEAM LEWIS's position as a reliable communications partner, helping to craft narratives that support Malaysia Airports' goal of connecting people, places, and opportunities.Ann Chong, Managing Director of TEAM LEWIS Malaysia, stated, "This renewed partnership signifies a shared dedication to progress, building trust, and developing relevant stories that improve perception and drive growth. As Malaysia Airports anticipates increased tourist arrivals for Visit Malaysia Year 2026, we are proud to offer the energy, insights, and assurance needed for them to excel, particularly within the constantly changing retail environment. Together, we are not just supporting a brand but a national symbol of pride and connectivity."This continued partnership demonstrates Malaysia Airports' confidence in TEAM LEWIS's strategic approach and creative implementation, further solidifying the agency's significance in Malaysia's communications sector.(Image by Jan Va?íek from Pixabay)

Bashar AlKadhi has announced his decision to retire from his role as CEO for the Middle East, Turkey, and Africa at Burson.Before joining Burson, AlKadhi served as CEO of EMEAx (Europe, Nordics, Middle East, Turkey, India, and Africa) at Hill & Knowlton, overseeing the agency's network of wholly owned offices and affiliate partners across the region.Earlier in his career, AlKadhi was the Chief Operating Officer at ASDA'A Burson-Marsteller, which later merged with Hill & Knowlton to form Burson in the previous year.He posted on his LinkedIN: ?Ç£It?ÇÖs nearly impossible to encapsulate a career spanning four decades into a few paragraphs, so I won?ÇÖt attempt to do so, but the time has come for me to hang up my proverbial boots and spend much more time with my family and close friends.Heartfelt gratitude to everyone who has helped me along the way. It has been a most fulfilling career. I wish Corey and everyone in the Burson Family every success. Special gratitude to my magnificent Leadership Team and all my outrageously talented colleagues in this incredible region that is full of promise. Super proud of them all.?Ç¥

Ruder Finn Atteline, the MENA arm of the global integrated communications consultancy Ruder Finn, has announced a significant expansion of its leadership team with four senior appointments. The move reinforces the agency?ÇÖs refreshed brand identity and supports its ambitious growth strategy across the Middle East and North Africa.The strategic hires include an Executive Vice President and three Account Directors, each bringing deep expertise in integrated communications across key sectors such as corporate, automotive, travel & tourism, and sports & entertainment.Commenting on the expansion, Sophie Simpson, Managing Director of Ruder Finn Atteline ?Çô MENA, said: "Our evolution as Ruder Finn Atteline isn?ÇÖt just about a new logo or name. It?ÇÖs about becoming an agency that reflects the region?ÇÖs changing needs ?Çö creatively fearless, strategically sharp, and deeply collaborative. These appointments are a clear signal of where we?ÇÖre headed, as we continue to push boundaries and raise the bar for communications in MENA."New AppointmentsRadhika Mehta joins as Executive Vice President of Growth & Operations, bringing nearly 20 years of global communications experience. Known for her ability to drive business growth through integrated brand strategies and compelling storytelling, Radhika will lead the expansion of the agency?ÇÖs MENA presence and strengthen its integrated communications capabilities.Srishti Soni steps in as Account Director for the Corporate Division, with nearly 15 years of experience spanning India and the MENA region. A seasoned consultant in reputation management and strategic advisory, Srishti has led award-winning campaigns in sectors such as real estate, healthcare, and tech, and will play a pivotal role in enhancing the agency?ÇÖs corporate communications practice.Shannon Hynes and Yara Nimer have been named Associate Account Directors for Ruder Finn Atteline?ÇÖs newly launched Sports & Entertainment Division.?Çó Shannon Hynes brings nearly a decade of experience in the industry, including leading Netflix MENA?ÇÖs publicity efforts. Her strength in creating culturally relevant narratives and executing high-profile campaigns will help shape the agency?ÇÖs new division.?Çó Yara Nimer, a MEPRA award-winner and one of Campaign?ÇÖs ?Ç£PR Faces to Watch,?Ç¥ offers a decade of experience in integrated communications. She has crafted purpose-driven campaigns for entertainment, tourism, and sport sectors, combining editorial instincts with performance-led strategies to drive brand resonance in the region.These leadership appointments mark a crucial phase in Ruder Finn Atteline?ÇÖs transformation journey, aligning with its newly unveiled visual identity and signaling a new era of growth and innovation.With an expanded leadership team and bolstered sectoral expertise, the agency is well-positioned to accelerate its growth, deepen its regional footprint, and deliver future-ready communications in line with its global ?Ç£What?ÇÖs Next?Ç¥ promise.

Following a competitive pitch process, StickyGinger has successfully retained the PR mandate for FUJIFILM INSTAX, strengthening its partnership with the global leader in instant photography. The mandate now extends beyond the GCC, with new markets added in Egypt and Iraq. StickyGinger?ÇÖs innovative PR approach will amplify FUJIFILM INSTAX?ÇÖs presence across the region through compelling storytelling and engaging campaigns, elevating the iconic brand with impactful narratives and strategic partnerships, targeting new generations of consumer. ?Ç£We?ÇÖre excited to continue our journey with FUJIFILM INSTAX into 2026,?Ç¥ said Heba Hemdan, Head of PR of StickyGinger. ?Ç£Partnering with a brand that leaves an unforgettable impact through innovation and cultural insight has allowed us to build on the incredible work they already do. We look forward to capturing more moments, elevating the brand even further, and introducing its fun, vibrant world to new regional audiences while maintaining the energy, excitement, and creativity we've already brought to the GCC.?Ç¥ The agency?ÇÖs work with INSTAX has produced impressive results, connecting the brand with consumers through dynamic influencer-driven campaigns, experiential events, and vibrant storytelling. With the addition of Egypt and Iraq, StickyGinger will leverage the brand narratives even further through its diverse, multi-lingual team and cross-platform integration to further drive engagement and brand loyalty. ?Ç£To continue being the trusted partner for INSTAX is a testament to the strength of our relationship with the regional team,?Ç¥ said Dalia Farghaly, PR Director and INSTAX Account Lead. ?Ç£We work with a brand that already embodies cool, and we focus on elevating that even further. Creating impact is not just about spreading a message; it?ÇÖs about crafting the right stories with the right people and partners ?Çô and we?ÇÖre excited to keep pushing the limits of creativity, together with INSTAX.?Ç¥

The Indus Entrepreneurs (TiE) Delhi-NCR has roped in Dharma Media Consultants as its strategic communications partner for the 14th edition of India Internet Day?Çöthe nation?ÇÖs premier summit for tech entrepreneurs. This collaboration will amplify the narrative for India Internet Day 2025, drive audience engagement, and shine a light on the innovators shaping India?ÇÖs digital future. Scheduled for 2nd May 2025 at The Leela Ambience, Gurugram, the summit will tap into the possibilities for India?ÇÖs growth story against the backdrop of its digital and entrepreneurial revolution. India?ÇÖs digital economy is booming?Çöprojected to contribute nearly one fifth of the national income by 2029-30. In 2022-23 alone, it accounted for 11.74% of the GDP and is expected to grow almost twice as fast as the overall economy. Building on this momentum, India Internet Day has emerged as a leading platform for the visionaries, entrepreneurs, investors, and policymakers shaping the digital economy. From sharing unicorn stories to showcasing AI-powered futures, each edition has reflected the pulse of India's internet and innovation landscape. This year?ÇÖs theme, ?Ç£Celebrating a Legacy, Investing in a Future?Ç¥, marks 25 years of TiE Delhi-NCR?ÇÖs impact and will spotlight the top 25 startups, investors, and changemakers leading India?ÇÖs next innovation wave. The partnership with Dharma Media Consultants will play a key role in framing the conversation around India?ÇÖs digital transformation and positioning the summit as a cornerstone of this unfolding story.Shutapa Paul, Founder, Dharma Media Consultants, emphasised how strategic communications can elevate the summit?ÇÖs presence, saying, ?Ç£At Dharma, we don?ÇÖt just communicate events?Çöwe build legacies. We are proud to partner with TiE Delhi-NCR on its landmark 14th edition of India Internet Day. From spotlighting the ?ÇÿSuper 25?ÇÖ to shaping bold conversations around India?ÇÖs tech trajectory, our focus is to ensure the world sits up and takes notice of what?ÇÖs unfolding at India Internet Day 2025.?Ç¥India Internet Day 2025 will be co-chaired by Akshay Chaturvedi, Founder and CEO, Leverage Edu; Apurva Chamaria, Global Head, VC and PE Startup Partnerships, Google; and Upasana Taku, Co-Founder, MobiKwik. An engaging line-up of speakers and sessions will include a keynote by Vijay Shekhar Sharma, Founder, One97 and Paytm; power panels featuring Shweta Rajpal Kohli, President and CEO, Startup Policy Forum; and a deep-dive investor discussion with Arpit Agarwal, Partner, Blume Ventures, and Sumit Sinha, Managing Partner and Co-Founder, Filter Capital India.Upasana Sharma, Executive Director, TiE Delhi-NCR, said, ?Ç£We are delighted to welcome Dharma Media as our PR partner for India Internet Day 2025. Their deep understanding of the media landscape and ability to craft compelling narratives will be instrumental in driving the visibility and impact of this year?ÇÖs event. We?ÇÖre excited to have their expertise amplify the energy and ambition that India Internet Day stands for.?Ç¥Dharma Media Consultants, with its expertise in strategic communications and deep understanding of the startup space, is well-placed to enhance the visibility of the event, draw in key voices from the ecosystem, and highlight India's growing influence as a global hub for technology and entrepreneurship.

Ellerton & Co. Public Relations, a leading integrated communications agency focused on Greater Southeast Asia, has announced the appointment of Dr Adam Goulston as Strategic Advisor for the Japan market. With his company, MacroLingo, and a life based in Osaka, US-born Dr. Goulston brings over 25 years of expertise in marketing, content creation, localization, and digital strategy. Dr. Goulston?ÇÖs appointment aligns with Ellerton & Co.?ÇÖs ongoing commitment to support brands and businesses aiming to expand globally, with Southeast Asia increasingly serving as a key outbound market for brands and businesses, and with Japan playing a continually central role.Ellerton & Co. specializes in helping businesses gain visibility through its offices in Southeast Asia, consultants in India, Hong Kong, and its curated network of partner agencies. The agency enjoyed aggressive growth in 2024, securing key wins in industries such as financial services, startups, technology, corporate sectors, healthcare, and hospitality travel.?Ç£Japan has built one of the world?ÇÖs most powerful brand identities, synonymous with innovation, precision, and quality. Our role is to take that foundation and craft stories that resonate across Southeast Asia, ensuring each brand?ÇÖs essence is preserved while tailored to the unique cultural nuances of each market. To do this well, you need more than translation, you need interpretation. That means deep local expertise in Singapore, Vietnam, the Philippines, Indonesia, Thailand, and Malaysia, paired with a genuine understanding of Japanese business values and cultural context. There is a clear appetite for Japanese brands in the region, and our job is to bridge the gap, translating not just words, but meaning, relevance, and impact,?Ç¥ said Oliver Ellerton, Director at Ellerton & Co.Adam Goulston's extensive background in copywriting, editing, and digital marketing, as well as technical research writing for Japanese B2B, scientific, and culture-related projects, positions him as a key asset in strengthening Ellerton & Co.'s service offerings to the region. His expertise will further enhance the agency's ability to drive effective brand strategies for Japanese companies seeking to tap into Southeast Asia?ÇÖs growing markets.?Ç£Ellerton & Co. have continually impressed me with their insight, adaptability, and quick results across cultures. Their approach complements the quality my company, MacroLingo, delivers for Japanese and global clients,?Ç¥ Goulston says. ?Ç£Understanding and adapting to cultural nuance isn?ÇÖt just interesting, it?ÇÖs an indispensable part of doing business in Asia. This partnership will let us deliver uniquely localized and profitable PR solutions to Japanese and other Asian companies.?Ç¥Amid ongoing geopolitical shifts, Japan and Southeast Asia have strengthened their ties, combining economic partnerships with strategic trust, particularly with countries like Singapore, Malaysia, and Indonesia. This collaboration aims to bolster Tokyo's relationships in the region as geopolitical tensions continue to rise. Japan and Singapore recently marked the 50th anniversary of the establishment of diplomatic relations between the two nations. Japan is one of Singapore?ÇÖs top 10 trading partners, with bilateral trade reaching $65 billion in 2022. Additionally, many Japanese multinational corporations have established their regional headquarters in Singapore to expand across the ASEAN market.

Arushi Khanna has joined Qualcomm India as Lead ?Çô PR, Social & Influencer, marking an exciting new chapter in her communications journey. She announced the move on LinkedIn, writing:?Ç£A new chapter begins!After an incredibly transformative and fulfilling journey at Xiaomi India, it?ÇÖs time to turn the page. I?ÇÖm thrilled to share that I?ÇÖve joined Qualcomm as India Lead ?Çô PR, Social & Influencer.Grateful for all the learnings, challenges, and friendships built over the years. A heartfelt thank you to everyone who?ÇÖs been a part of this journey ?Çô your support and trust have meant the world.A special shoutout to Savi Soin, Sumit Sonal, Clare Conley, Saurabh Arora, Manmeet Singh, Sahil Arora ?Çô thank you for believing in me and giving me the opportunity to grow, lead, and build meaningful work together.Excited to contribute to Qualcomm?ÇÖs mission of enabling next-generation digital transformation. Here?ÇÖs to NewBeginnings and crafting stories that make an impact!?Ç¥Prior to joining Qualcomm, Arushi spent close to four years at Xiaomi India, serving in key roles such as Product PR Lead, Assistant PR Manager, and Senior Specialist ?Çô Strategic Communications. Her earlier roles span top agencies like Avian WE, MSL, and Cohn & Wolfe, where she led impactful PR campaigns and media relations for leading brands.

A Shift That?ÇÖs Already HappeningArtificial Intelligence is no longer just a tech buzzword, it's quietly reshaping industries across the board. In PR and marketing its influence is becoming impossible to ignore. From automating routine tasks to predicting audience behaviour AI is rapidly becoming part of the toolkit for professionals who want to stay ahead.This isn?ÇÖt about distant possibilities. It?ÇÖs already happening and the pace is accelerating. In 2023 Salesforce reported that nearly 9 in 10 marketers around the world are using AI in some form. And according to McKinsey, AI could generate over $2.6 trillion in value from marketing and sales activities alone. These aren?ÇÖt experimental pilots anymore, there are real applications being used at scale. From Gut Instinct to Data-Driven ActionPR and marketing have traditionally been driven by experience, creativity, and intuition. Those strengths still matter but now they are being paired with tools that can sift through vast amounts of data in seconds.For instance AI tools can monitor thousands of news outlets and social platforms in real time, flagging brand mentions or sentiment shifts the moment they happen. That gives teams the chance to act faster, respond smarter, and even prevent potential crises before they snowball.In marketing AI is being used to tailor messages down to the individual. Based on someone?ÇÖs browsing history, purchase behaviour, or even time of day, AI can help brands serve up personalised ads, emails, or product recommendations automatically. A report by Epsilon found that 80% of consumers are more likely to buy when they receive personalised experiences. That level of targeting would have been unthinkable a decade ago. More Than Just AutomationAI doesn?ÇÖt just save time, it adds a new layer of intelligence. For PR professionals it can suggest which journalists are most likely to be interested in a story based on what they have covered in the past. For marketers it can predict which headlines will perform best or what time of day a campaign should launch to get maximum engagement.Content creation is also being reshaped. Tools like ChatGPT or Jasper can draft blogs, product descriptions, or email campaigns in seconds. While these drafts still need human editing they offer a great starting point especially when deadlines are tight.But even as these tools become more capable there?ÇÖs a clear limit to what AI can do on its own. Where AI Falls ShortAI is great at analysing patterns but it still struggles with nuance. It doesn?ÇÖt understand cultural context, emotional tone, or the unspoken cues that experienced communicators pick up on. It can?ÇÖt tell if a headline feels tone-deaf in a sensitive moment or if a press release sounds flat instead of inspiring.These are things only humans can fully grasp. Emotional intelligence, cultural awareness, and timing still matter deeply in how people respond to a message. In a time where brand trust takes time to earn but can disappear overnight, human judgement becomes essential more than ever. New Tools, New ResponsibilitiesAs AI becomes more powerful it also raises new questions. One big concern is content authenticity. With AI generating everything from social posts to deepfake videos, how do we know what?ÇÖs real? And how do we make sure our audiences still trust us?Bias is another issue. AI systems are trained on existing data and if that data is flawed or incomplete the results can be too. If we are not careful AI can end up reinforcing stereotypes or leaving diverse voices out of the conversation entirely.There are also growing concerns about privacy. AI thrives on data but as governments tighten data protection laws like GDPR in Europe or the new data privacy law in India, PR and marketing professionals will need to be more transparent and careful about how they collect and use information. What Comes NextIt is clear that AI will continue to reshape how we work. In the near future we?ÇÖll see more real-time feedback on campaigns, more adaptive messaging based on audience behavior and tools that can generate creative options for us to choose from, not just analyse what we have already done.But even in this future the most valuable skills won?ÇÖt just be technical. They will be human. Knowing how to tell a compelling story, how to connect with real people and how to build trust with those skills will become even more important, not less.The TakeawaySo, is AI the future of PR and marketing? Yes, but not in isolation.AI will become a powerful part of our process. It will make us faster, smarter, and more efficient. But it won?ÇÖt replace the creative spark, the empathy, or the judgement that truly great communication needs.The future belongs to those who can work with AI without losing the human voice at the heart of it all.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success.The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes.With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In conversation with Adgully, Priyanka Bhatt, Founder & CEO of Equations PR & Media, shares the inspiration behind launching the agency, its core mission, and what sets its integrated digital-first PR approach apart. She also discusses tailoring strategies across sectors like SaaS, healthcare, and alco-bev; talent cultivation across Mumbai and UAE; key hiring attributes; ROI-driven KPIs; future plans for new markets, sectors, and long-term vision. What inspired you to launch Equations PR & Media in 2014, and how did your early experiences at Canvas Entertainment shape the firm?ÇÖs DNA?In 2014, I sensed a missing gap in the PR industry, while most agencies chased top-tier retainers and only media relations, no one was focusing on building a ?Ç£safe space?Ç¥ for startups to grow with strategic storytelling. I was 24, surrounded by young entrepreneurs, and driven by a zeal to create impact for brands that didn?ÇÖt have massive budgets but had bold ideas. My early stint at Canvas Entertainment gave me a solid foundation in business acumen, leadership, team management, going out of my comfort zone, experimenting with bold ideas, redefining what new could be done in the PR industry but the constraints of corporate life made me crave freedom to create, innovate and execute without hierarchy. I had a strong risk-taking appetite and knew that stepping out of my comfort zone was necessary to build something meaningful and long-term.With Equations PR & Media, the goal was clear: deliver 5X results with budgets that clients could afford, backed by smart media strategies and authentic brand story-telling. Today, that vision has led us to partner with over 200 + brands, many of which were startups that trusted us in their 0 to 1 journey. Equations was born not just out of ambition but out of a need to redefine how early-stage storytelling could scale visibility, without burning out a founder?ÇÖs budget. How do you define Equations?ÇÖ core mission today, and what sets your integrated ?Ç£digital first?Ç¥ PR approach apart in a crowded market? At Equations, our core mission is to be a creative-led, results-driven communications hub that helps brands narrate their most authentic stories, with measurable business impact at the center. We pride ourselves on being an ideas-first agency, where strategy is born from insight and deep research, not just mere templates. Every pitch, campaign, and media narrative is rooted in deep research and relevance. With a digital-first approach, we don?ÇÖt just chase media coverage; we craft brand stories that are optimized for virality, SEO, and digital traction aligning perfectly with the current content consumption patterns. Our research-driven capabilities help us identify what will work best for your industry, audience, and platform ensuring sharper positioning, stronger messaging, and higher visibility. We operate with a hustler mindset, whether it?ÇÖs chasing tight deadlines, securing coverage in top-tier publications, or turning a small story into a powerful campaign, we believe in outworking the noise. Unlike traditional PR models, we deeply focus on measuring real business impact from audience engagement and lead generation to website traffic spikes and investor interest. What truly sets us apart is our strength as a creative + content powerhouse, where storytelling, brand voice, visual campaigns, and media relationships work in perfect synergy.We?ÇÖre not just a PR agency; we?ÇÖre a strategic partner for brands that want to scale and grow their business and use PR and strategic communications to stand out in the clutter. From press to podcasts, memes to thought leadership, we design multi-platform campaigns that start conversations. In a crowded market, we don?ÇÖt just push brands forward. We make them unmissable. Equations works across startups, SMEs and large enterprises in verticals from SaaS and healthcare to alcobev. How do you tailor your PR and digital marketing strategies to such diverse industries? We believe that no two industries or brands are the same. What works for a D2C skincare brand may not move the needle for a B2B SaaS product. That?ÇÖs why our approach starts with understanding the client?ÇÖs ecosystem inside-out. We invest heavily in in-depth research from decoding industry trends and mapping competition to understanding cultural nuances and media tone. This gives us a foundational layer to build positioning that?ÇÖs both relevant and timely. More so, it?ÇÖs about understanding what truly ticks with consumers and what?ÇÖs leading to the buying behaviour and purchase decision. PR in today?ÇÖs world is no longer just about press releases and media placements. It?ÇÖs a mind game. It?ÇÖs about understanding what keeps your audience awake at night and creating stories that comfort, inspire, connect, or challenge them. Our strategies are built by first mapping the pain points, desires, needs, desires, fantasies and decision-making patterns of our customers. We use that insight to design communication that triggers emotional connection and recall. Whether we?ÇÖre working with a fast-scaling startup or a legacy enterprise, we treat every brand story like a movement in the making. We focus on digital-first storytelling content that is platform-optimized, SEO-backed, and conversation-worthy. In an age of information overload, we build strategies that go beyond brand awareness, we engineer brand affinity. And that involves strategic partnerships, creator collaborations, and aligned community narratives. We also customize tone, format, and content cadence based on industry and audience behaviour from long-form explainers for SaaS to bold, edgy storytelling in alco-bev and lifestyle.Our goal isn?ÇÖt just to make noise. It?ÇÖs to make intentional, meaningful noise that moves your brand forward in the minds of your customers, stakeholders, and the media. You have built a strong reputation with VC backed ventures?Çöwhat are the biggest PR challenges early stage startups face, and how do Equations help them overcome these? One of the biggest pain points early-stage start-ups face is visibility, especially the kind that translates into investor attention. Most of them are busy building the product, and PR often takes a backseat until they realize that even the best products need storytelling to get funded. We?ÇÖve closely worked with seed to Series C+ start-ups, and we understand how critical it is for them to stand out in a sea of pitches. That?ÇÖs why we approach PR for start-ups as a reputation-building engine, not just as a promotional tool. We help them establish thought leadership early on, positioning founders as experts in their domains by getting them featured in industry stories, startup columns, ecosystem events, and podcasts, amongst others. Our team actively nurtures relationships with startup and VC-focused journalists across top-tier publications. We don?ÇÖt just pitch stories, we build narratives that align with the market pulse and investor appetite. We also understand the importance of creating a safe, founder-first PR ecosystem. In the last decade, we?ÇÖve supported 200+ start-ups, many of whom raised multiple rounds post their brand narrative hitting the media. Our ?Ç£less budget, more noise?Ç¥ mindset is what allows us to create maximum impact with lean resources, something every early-stage founder truly value. Beyond media coverage and social metrics, what KPIs or business outcomes do you track to demonstrate ROI to clients? One of the most complex yet essential aspects of PR is measurement. Unlike digital ads where ROI is numerically defined, PR has long battled the challenge of quantifying impact. However, in today?ÇÖs evolving landscape, technology and AI-powered tools have helped bridge that gap significantly. At Equations, we go beyond vanity metrics like social likes or shares and dive deep into qualitative and quantitative PR intelligence. We measure: Impressions & Reach: To evaluate how far our messaging has traveled across platforms, both traditional and digital. Share of Voice (SOV): We track how much of the market conversation a brand owns compared to competitors especially during campaigns, product launches, or funding announcements. Message Penetration: We analyze whether the key messages delivered during PR outreach are consistently represented in media articles and interviews. Tonality & Sentiment Analysis: This helps us assess if the brand is being positioned positively, negatively, or neutrally, and allows for quick pivots in communication if needed. Qualitative sentiment with media stakeholders: Regular perception audits with senior journalists, Editors, influencers help us gauge how effectively our PR is working and how the needle has moved in terms of recall. Visibility Index: A composite metric that factors in volume, quality of coverage, tier of publication, journalist credibility, and relevance to the brand?ÇÖs business goals. Backlink Quality: For digital PR, we also track how many high-authority backlinks we?ÇÖre able to generate from earned media feeding into SEO health. Influencer Integration Metrics: For campaigns involving influencers or content creators, we track engagement rates, saves, shares, reach, and conversions through tracked links. We also leverage AI and real-time analytics tools such as Meltwater, Wizikey, Trendkite, Brandwatch, and SEMrush, depending on the client and scope. These allow us to track sentiments and conversations globally, analyze competitor coverage, and even suggest optimized outreach windows. That said, PR is ultimately about volume and resonance. There?ÇÖs a saying ?Ç£Action speaks volumes,?Ç¥ and we believe PR?ÇÖs volume lies in how deeply people remember, repeat, and act upon your message. Over 10+ years, how have you cultivated and retained talent across your Mumbai and UAE offices, and what key attributes do you look for when hiring PR and digital specialists? Culture is our foundation. From day one, Equations has been built on the idea of creating a space that feels like a launchpad, not a cubicle. We?ÇÖve fostered an environment where creativity thrives, ideas are welcomed, and execution is non-negotiable. We believe in ?Ç£people-first, pressure-never.?Ç¥ Over the years, we?ÇÖve transitioned from a traditional media agency to a digital-first, integrated PR hub, especially with the rise of D2C brands who demand agility, visibility, and storytelling at scale. This transformation required not just new tools, but new talent mindsets. In both our Mumbai and UAE offices, we?ÇÖve focused on hiring talent that: Has a ?Ç£hustler mindset?Ç¥ with the ability to multitask across platforms. Thinks strategically and creatively someone who sees content, comms, and commerce as a cohesive funnel. Is digitally literate and understands how PR isn?ÇÖt just about media placements anymore, but also about influencer networks, SEO, and digital brand presence. Embraces AI tools and automation as enablers, not threats. We actively train and upskill our team in using AI-enabled platforms as they adapt with changes which improve productivity, but also allow us to stay ten steps ahead in understanding audience insights. We?ÇÖve cultivated talent through: Mentorship-led leadership over rigid hierarchies. Cross-industry exposure, giving team members a chance to work with everything from fintech to fashion to alco-bev to crypto making them multidimensional professionals. A strong learning loop, where we hold weekly internal huddles to break down case studies, new media trends, or AI integrations. Encouraging ownership and risk-taking from even our youngest hires. That?ÇÖs how we grew with startups. We mirror their spirit internally. As a firm working extensively with VC-backed startups and global D2C brands, we understand that speed, storytelling, and sustainability in strategy is what sets the new PR narrative apart. So, we hire people who think like builders, not just executors. Retention for us is not about perks; it?ÇÖs about purpose. We?ÇÖve seen our team members evolve from interns to leads because they?ÇÖve been trusted with meaningful work, had their voices heard, and been given space to grow. Looking ahead, what new markets, sectors or service lines are Equations PR & Media planning to explore in the next 2-3 years, and what?ÇÖs your long term vision for the company? Since our inception, Equations PR & Media has been deeply embedded in the startup and the SME ecosystem. Our early focus on tech-driven, VC-backed startups allowed us to shape and scale early-stage companies from scratch especially in domains like SaaS, fintech, edtech, healthtech, AR, and VR. As we evolve, we are actively steering our direction towards B2C / D2C consumer brands that are bold, disruptive, and brands who have a purpose. From D2C beauty to consumer gadgets, our aim is to craft mass resonance through relatable and real-time campaigns. With the rapid emergence of AI-led deep tech brands, our agency has already built domain expertise in telling complex innovation stories in simple, impactful ways. We aim to further specialize in PR for AI-first and deep-tech ventures to help them build trust, visibility, and public understanding. On the other side, there?ÇÖs a growing demand for brands that reflect emotional story-telling, values, and purpose. We?ÇÖre preparing to work with lifestyle, fashion, and sustainability-first labels those who are rewriting what culture means in 2025 and beyond. 

Altair Media has been appointed by Miss World Limited as the official Public Relations agency for the 72nd Miss World Festival, scheduled to take place in Telangana from May 7 to May 31, 2025. Bringing together participants from 140 nations, the globally renowned event will serve as a key platform to showcase Telangana?ÇÖs cultural heritage, tourism potential and expanding international prominence.                                                                                                                                                                                                                                The festival is set to attract extensive national and international media coverage, reinforcing Telangana?ÇÖs position as a destination where tradition and modernity converge. With a strong emphasis on safety, seamless connectivity, and world-class infrastructure, the event aims to provide an exceptional experience for visitors while highlighting the state?ÇÖs traditional arts, crafts, and cuisine.In addition, the festival will spotlight Telangana?ÇÖs growing influence in sectors such as healthcare, eco-tourism, and entertainment. A strategic digital campaign and international media collaborations will further enhance the state?ÇÖs global presence, strengthening its reputation as a premier destination for culture and tourism.Julia Morley, CBE, Chairman & CEO of Miss World Limited, expressed confidence in Altair Media?ÇÖs ability to drive global engagement for the event. ?Ç£Altair Media has demonstrated exceptional expertise in managing large-scale international events. Their professionalism and innovative approach were evident during the recent press conference in Telangana, where they seamlessly coordinated media interactions and promotional activities. We are delighted to have them as our PR partner for the 72nd Miss World Festival.?Ç¥Ashwani Shukla, Founder of Altair Media, shared his enthusiasm for the collaboration. ?Ç£We are honored to be entrusted by Miss World Limited as the official PR agency for this landmark event. The 72nd Miss World Festival is more than just a global pageant, it is a transformative platform that will position Telangana as a premier tourism and cultural destination. Our team is dedicated to executing a dynamic and impactful communication strategy that will not only celebrate the essence of the festival but also showcase.?Ç¥Altair Media: A Legacy of Excellence in Public RelationsEstablished 14 years ago, Altair Media has built a distinguished reputation as one of India?ÇÖs leading public relations agencies, known for its expertise in brand communication, media relations, and large-scale event promotions. The agency has successfully executed high-impact PR campaigns across diverse industries, including fashion, entertainment, and corporate sectors.Telangana?ÇÖs Rich Heritage & Modern Aspirations to a Worldwide Audience.The 72nd Miss World Festival is poised to make a lasting impact on the global stage, solidifying its status as one of the most prestigious international events. As it welcomes participants from 140 nations, the festival will celebrate beauty with purpose, cultural diversity, and global unity. With extensive media coverage and a compelling public relations strategy led by Altair Media, the event is expected to captivate audiences worldwide, creating new opportunities for cultural exchange, tourism, and global engagement.